Abstract The airline industry has always been a major innovator in marketing strategies, as illustrated in the early introduction of such things as price management, frequent flyer programs, direct marketing, and yield management. Airlines are now among the first companies to fully adopt the relationship marketing concept. This chapter describes the changes necessary in airline marketing in view of the relationship marketing concept, and highlights the most important issues: customer strategy, segmentation, dialogue marketing, and continuous learning in an integrated approach directed towards an airline ‘s most important assets — its customers. The chapter identifies the decisions and actions that have to be undertaken in order to implement relationship marketing successfully and profitably and use it as a tool for achieving long-term advantages in highly competitive market environments.


    Zugriff

    Zugriff prüfen

    Verfügbarkeit in meiner Bibliothek prüfen

    Bestellung bei Subito €


    Exportieren, teilen und zitieren



    Titel :

    Customer Relationship Marketing in the Airline Industry


    Beteiligte:
    Rapp, Reinhold (Autor:in)

    Erschienen in:

    Erscheinungsdatum :

    2000-01-01


    Format / Umfang :

    15 pages




    Medientyp :

    Aufsatz/Kapitel (Buch)


    Format :

    Elektronische Ressource


    Sprache :

    Englisch




    Marketing implications of loyalty programs on customer relationship management within the airline industry

    Karamata Ema / Chroneos-Krasavac Biljana / Soldić-Aleksić Jasna | DOAJ | 2017

    Freier Zugriff


    AIRLINE MARKETING

    Online Contents | 1994


    AIRLINE MARKETING

    Online Contents | 1993


    AIRLINE MARKETING

    Online Contents | 1994