To provide a better customer service, Southwest Airlines, a US airline, used online marketing to foster relationships with its consumers. The airline used the Internet in a variety of relationship-building campaigns, including weekly electronic newsletters and special-offer e-mails. The company also launched a website and introduced an online booking process which made booking simple for consumers to purchase tickets. Southwest Airlines generated over 57% of annual revenues through online bookin...

BPIR Categories

10.4.5 Manage external information & knowledge sharing
4.1.5 Develop & implement e-commerce strategy

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