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Case
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Reference no. 9-693-045
Authors: Tracy Jones
Published by: Harvard Business Publishing
Published in: 1992

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.
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

Industry:
Size:
Large, USD3 billion revenues
Other setting(s):
1989-1992

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