Relationship Marketing Strategy and implementation

The Gulf War and the ‘World’s Biggest Offer’ In 1990 the world was entering a major recession that was reducing dis- cretionary ...

Creating and implementing relationship marketing strategies 467 Table 6.2.2 Milestones in BA service and brand development 1986 ...

468 Relationship Marketing Table 6.2.2 (continued) 1993 BA offers chance to keep fit, with stretching and relaxation exercises a ...

response from an international force led by the USA. There was wide- spread expectation that Iraq would fight back with terroris ...

470 Relationship Marketing British Airways’ leading role in world air transport is reflected in its performance in the various a ...

To compound BA’s problems, in March 1991 the USA and the UK signed a bilateral government agreement that allowed increased compe ...

Table 6.2.4 British Airways’ financial performance, 1984–95 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 Group re ...

Group turnover and operating profit by geographical area (£ million)Turnover: United Kingdom 238 255 285 331 378 453 539 576 536 ...

Table 6.2.4 British Airways’ financial performance, 1984–95 (continued ) 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 ...

Accommodation, ground equipment and currency differences 242 269 349 418 479 507 338 377 375 404 458 458 Total airline 2108 2494 ...

Table 6.2.4 British Airways’ financial performance 1984–95 (continued ) 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1 ...

In June 1990, The Times reported a seech made by King at London’s Mansion House. He expressed annoyance at the decision to ask t ...

rolled over the beaches and the battle for the landing grounds has already been joined. The gateways of today are the airfields ...

stated that BA was also suffering from a series of decisions by the Government that had increased competition on its route netwo ...

mail. As travel arrangements are now the responsibility of purchasing managers, it is no longer so easy for airlines to influenc ...

There was always a question mark over how much influence a travel agent has. The suspicion was that they took bookings but rarel ...

Expanding the global alliance In 1992 BA took a 49 per cent stake in leading French independent carrier, TAT. The firm previousl ...

BA collects data regarding the flights taken by its club members and this allows BA to communicate offers and information on the ...

recover customers when failures occurred. As Group Managing Director, Robert Ayling, said: We don’t talk about customer complain ...

people who work for the company and that is the people they meet on check-in, the people they meet on the aircraft. Challenges i ...