Relationship Marketing Strategy and implementation

theless encouraging. Profits before tax and exceptional items were up by £9.4 million on the previous year. Restructuring costs, ...

terns began to emerge from aggregated customer purchase data. It tran- spired that some items were actually ‘trigger’ purchases. ...

Operational mishaps On 15 January 1993, just two weeks before the end of its trading year, Laura Ashley issued a profits warning ...

company as its Deputy Chairman in 1990, but as tax adviser to the Ashley family had been associated with the business for many y ...

when he announced a 67 per cent jump in pre-tax profits for the year 1993/94, from £1.8 million to £3 million on a 13 per cent r ...

early in 1995. He would then have a better idea of the sort of person he wished to appoint. Denise Lincoln resigned soon afterwa ...

452 Relationship Marketing Table 6.1.7 Laura Ashley – Board of Directors, January 1993 Sir Bernard Ashley, Non-Executive Chairma ...

References 1 Bidlake, S. (1991). Marketing, 11 April, 10. 2 Financial Times(1991). 31 July, 11. 3 Cowe, R. (1991). Guardian, 25 ...

Case 6.2 Creating success through relationship marketing at British Airways This case was prepared by Professor Adrian Payne, Mo ...

ended in ‘officer’ and at Speedbird House, BOAC’s Headquarters, a Senior Managers’ Mess operated for many years. Like many airli ...

determined and, to ensure that BA was ‘put in shape’ for privatization, appointed Sir John King, later Lord King, as Chairman in ...

brief to develop a worldwide campaign to improve BA’s image. A Central Policy Unit was set up to plan and coordinate the account ...

most successful airline in the world’. He realized that to achieve this required BA to hold a decisive competitive advantage and ...

set the direction for the first of our staff communications and motivation programmes – Putting People First. The aim was to foc ...

‘Customer first’ teams ‘Customer first’ teams were developed as a way of putting the new knowl- edge and enthusiasm into action, ...

of the civil aviation industry. ‘We have a fairly formal relationship with the CAA,’ says Christopher Allen, BA’s Head of Compet ...

BA’s pilots also created other problems. Long-haul flights often required cabin crew to stay away from home for up to a week and ...

All BA staff and immediate family received air flights at 10 per cent of the ticket price. BA received 10,000 applications for t ...

●BA formed a short-lived marketing partnership with United Airlines in 1987 which lasted until BA invested US$300 million in USA ...

brought BA up to the standards of the competition, but the branding idea was quite original. The £11 million advertising campaig ...