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«A Case Study on Classic Airlines: Practical Marketing Solutions Milaly Tokhi, San Jose State University Abstract In today’s competitive arena, ...»

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Research has proven that customer relationship management has a direct impact on the overall performance of the organizations. Therefore, companies must focus on identifying efficiently and delivering effectively what the customer wants (Kotler, 1998, p. 57). By changing their internal and external marketing plans, Classic Airlines has an opportunity to improve their capabilities in identifying and delivering what the customer wants. The marketing plans of the companies presented in the aforementioned benchmarking analysis will enable Classic Airlines to transform their CRM approach into an efficient process that integrates customer requirements with organizational needs. With a focus on customer retention and acquisition, Classic Airlines will be in a position to create an efficient marketing plan that will adapt to changing needs of the industry, foster positive customer relations, and develop policies and programs that will benefit the entire organization.

References Case Study. (2008). Classic Airlines Scenario. Retrieved on September 25, 2008 from www.case_studies.com Daft, R. (1986). Organization and design. New York: West Publishing.

Dlabay, L. & Scott, J. (2001). International business (2nd ed). New York: Thomson.

Kerin, R., Hartley, S., Berkowitz, E, & Rudelius, W. (2006). Marketing (8th ed). NY: McGrawHill.


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Kotler, P. (1998). Marketing management (7th ed.). New Delhi, India. Prentice-Hall.

Larson, J. (2007). Using conceptual learning maps and structured dialogue to facilitate change at a large health system. Organization Development Journal, 25 (3), 23-30.

Levinson, J., Meyerson, M., & Scarborough, M. (2008). Guerilla marketing. Canada:

Entrepreneur Press.

Nicholas, J. (2001). Project management for business and technology (2nd ed). New Jersey:

Prentice Hall.

Sanhusen, R. (2008). Marketing. New York: Barron’s Inc.

Author Biography Milaly Tokhi has worked in the area(s) of Management, Marketing, and Human Resources Management for over ten years. She earned her degree(s) in Business Administration.

Milaly has held senior level positions for many organizations. Milaly can be reached at:


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