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How do competitive strategy and strategic marketing programs intersect in the case of airlines and in what ways can this result in superior revenue growth, market share, and profitability?

Research suggests that a business is likely to achieve superior revenue growth, market share, and profitability when there is a good fit between its competitive strategy and the strategic marketing programs of its various product or service offerings

* *Reference: From Chapter 9 Take-Aways in Mullins, J., Walker, O., & Boyd, H. (2013). Marketing management: A strategic decision-making approach. (8th ed.) New York: McGraw-Hill Irwin.

In this discussion, address the following: Analyze the above concept in relationship to the airlines industry: (1) how do competitive strategy and strategic marketing programs intersect in the case of airlines and (2) in what ways can this result in superior revenue growth, market share, and profitability? Give specific examples.


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