search query: @indexterm Strategic management / total: 1889
reference: 254 / 1889
| Author: | Yang, J.-Y. Liu, A. |
| Title: | Frequent flyer program: a case study of China airline's marketing initiative - dynasty flyer program |
| Journal: | Tourism Management
2003 : OCT, VOL. 24:5, p. 587-595 |
| Index terms: | Airlines Strategic management Alliances Joint business ventures Market research China |
| Language: | eng |
| Abstract: | The study illustrates the role of Frequent Flyer Program (FFPs) in the airline industry; and tries to determine the reasons for the utilization of FTPs by airlines using China Airlines as a case study. The results clearly indicate the importance of FFPs as an effective marketing technique in the airline industry with positive implications for the financial performance of the carriers involved and their alliance partners. |
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