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.
Customer Relationship Marketing in the Airline Industry
Relationship Marketing ; 317-331
2000-01-01
15 pages
Article/Chapter (Book)
Electronic Resource
English
Consumer Marketing and the Airline Industry
NTRS | 1972
|Online Contents | 1994
Online Contents | 1993
Online Contents | 1993