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| Author: | Schmengler, H. J. Thieme, M. |
| Title: | Die Bedeutung eines Bonusprogramms im Marketing einer Luftverkehrsgesellschaft |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:2, p. 130-135 |
| Index terms: | AIR TRANSPORT AIRLINES DEREGULATION |
| Language: | ger |
| Abstract: | Since Deregulation in the air transport sector airlines find themselves in a very competitive market. In order to improve their position in the market they have introduced Frequent Flyer Programs. These programs should bind present and convass new customers by widening customer services. In addition Frequent Flyer Programs help directing marketing decisions by generating marketing-informations. |
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