what can BA do to maintain its position as one of the three most profitable
airlines in the world?
References
1 Colin Marshall, quoted in a BA internal brief.
2 Bill Muirhead, Saatchi and Saatchi, The Global Image Makers.
3 Hampden-Turner, C. (1994). Corporate Culture – from vicious to virtuous
circles, The Economist Books, Hutchinson, 86.
4 Colin Marshall, 1985, Institute of Management.
5 Ibid.
6 Bruce, M. Learning in British Airways.
7 Bruce, M. (1988). Putting customers first – the British Airways experi-
ence. Insight and Outlook, 22 April.
8 Christopher Allen during interview with the authors, September 1995.
9 Daily Telegraph, 8 June 1986.
10 Marketing Week, October 1987.
11 Batt, M. (1990).Marketing Business, April.
12 Batt, M. (1990). Putting a brand on British Airways. Marketing Business,
April.
13 Batt, M. (1988). op. cit.
14 Batt, M. (1990). Putting a brand on British Airways. Marketing Business,
April.
15 The Times, June 1990.
16 Richard Lucenti, Head of Field Sales UK, during an interview with the
authors, September 1995.
17 Colin Marshall, Director, Annual Convention, 1995.
18 Financial Times, 10 January 1994.
19 Colin Marshall, Director, Annual Convention, 1995.
20 Bernard Harrop, BA National Sales Manager, during an interview
with the authors, September 1995.
492 Relationship Marketing