Subject category:
Case Method and Specialist Management Disciplines
Published by:
Harvard Business Publishing
Length: 15 pages
Data source: Generalised experience
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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.; To explore the use of information systems in managing complex customer relationships and marketing communication programs.
Location:
Industry:
Size:
Large, USD3 billion revenues
Other setting(s):
1989-1992
About
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.; To explore the use of information systems in managing complex customer relationships and marketing communication programs.
Settings
Location:
Industry:
Size:
Large, USD3 billion revenues
Other setting(s):
1989-1992