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商品編號： 9-589-089 出版日期： 1989/01/31 作者姓名： Greyser, Stephen A.;Teopaco, John L. 商品類別： Marketing 商品規格： 23p 再版日期： 1991/12/05 地域： 產業： Airline industry 個案年度： 1986 - 1986
商品敘述：
Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror." Alternative strategies range from doing nothing to staging an ambitious sales promotion. Major issues include: the role of sales promotion in addressing consumer perceptions of a life-and-death issue (i.e., terrorism), and the implementation and integration of advertising, sales promotion, and public relations efforts within a compressed time frame.
涵蓋領域：
Crisis management;Public relations;Advertising;Sales promotions
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