But a frequent flyer for a major international airline meets typical recurring problems with the service. The marketing management of the company is investigating the use of information technology for understanding and dealing with the issues. Concepts of database marketing are introduced in a concrete environment.

But a frequent flyer for a major international airline meets typical recurring problems with the service. The marketing management of the company is investigating the use of information technology for understanding and dealing with the issues. Concepts of database marketing are introduced in a concrete environment.
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from
Thomas O. Jones
Source: Harvard Business School
15 pages.
Publication Date: Sep 25, 1992. Prod #: 693 045 PDF-ENG
International Airlines HBR case solution