The marketing manager of a major international airlines decide on strategies to combat the crisis provoked by a series of terrorist attacks. The company is going through the worst crisis in my entire US-British business travel due to the media and as a result the consumer perception that Europe is in "terror." Alternative strategies range from doing nothing to setting ambitious sales promotion. Key issues include: the role of sales promotion in addressing consumer perceptions of life and death (eg, terrorism), as well as the implementation and integration of advertising, sales promotion and public relations efforts within the compressed time frame «Hide.
by Stephen A. Greyser, John L. Teopaco Source: Harvard Business School 23 pages. Publication Date: January 31, 1989. Prod. #: 589089-PDF-ENG
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