Publications
Publications
- September 1992
- HBS Case Collection
International Airlines
Abstract
A frequent flyer for a large international airline encounters typical but recurring service problems. The marketing management of the company explores the use of information technology in understanding and dealing with the issues involved. Concepts of database marketing are introduced in a concrete setting.
Keywords
Marketing Communications; Information Technology; Customer Focus and Relationships; Air Transportation Industry
Citation
Jones, Thomas O. "International Airlines." Harvard Business School Case 693-045, September 1992.