STRATEGIC MARKETING OPTIONS IN THE U.S. AIRLINE INDUSTRY
- 1 February 1997
- journal article
- Published by Emerald in International Journal of Commerce and Management
- Vol. 7 (2), 84-98
- https://doi.org/10.1108/eb047350
Abstract
The U.S. airline industry provides an example of a mature industry in which firms can exercise specific kinds of strategic marketing options. This paper examines the relationships between specific options and particular competitor groups. A matrix of strategic marketing options and competitor groups is developed. The paper also discusses the implications of the matrix for considering future opportunities.Keywords
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