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British Airways Marketing Strategy.

17213. British Airways Marketing Strategy.

This paper provides a brief review of the literature on marketing strategy in general, and marketing strategy in the international airlines industry in particular, and then applies the major theories, models, and concepts to the specific case of British Airways (BA). Discusses BAs market segmentation, positioning and branding efforts and refers to specific recent advertising campaigns. Keywords: international airlines marketing market segmentation advertising branding competition strategy. 9 pages; 45 footnotes; 39 bibliographic sources. 2,089 words.

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