STRATEGIC MARKETING OPTIONS IN THE U.S. AIRLINE INDUSTRY

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.

Citation

Das, T.K. and Reisel, W.D. (1997), "STRATEGIC MARKETING OPTIONS IN THE U.S. AIRLINE INDUSTRY", International Journal of Commerce and Management, Vol. 7 No. 2, pp. 84-98. https://doi.org/10.1108/eb047350