The increasing demand for air transportation, thanks to advancing technology, new markets involved in international trade, and more efficient business models, has made air travel safer and more comfortable compared to other modes of transportation. The growing middle-class population worldwide seeks services that exceed certain standards in both business and leisure air travel. As Turkey is geographically positioned as a bridge between Europe and Asia, it is crucial for industry professionals to possess the necessary knowledge, experience, and innovation in airline marketing to capture the maximum share of the growing aviation market. To secure the expected share from the future growth in the aviation transportation market, it is essential to maintain effective communication with potential customers through appropriate marketing strategies. Therefore, the purpose of this study is to provide a concise and comprehensive overview of the various forms of airline marketing that airline companies should implement. In line with this objective, the study offers insights into airline marketing, explains the main approaches to airline market segmentation, highlights the adaptation of the marketing mix to the airline market, discusses the airline marketing environment, and identifies the factors that need to be addressed to achieve success in this environment.