Taking ownership

Taking ownership

His marketing strategy unfolds, [BOB CUMMINGS] is adamant that one thing will remain unchanged: a focus on employees and their contribution to the WestJet brand, as seen in the ongoing "Owners" ad campaign launched last fall. The effort has tested well and emphasizes what research has iden...

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Veröffentlicht in:Marketing 2007-01, Vol.112 (2), p.30
1. Verfasser: Ramage, Norma
Format: Artikel
Sprache:eng
Schlagworte:
Airlines
Business growth
Cummings, Bob
Employees
Executives
Market strategy
Marketing
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Beschreibung
Zusammenfassung:His marketing strategy unfolds, [BOB CUMMINGS] is adamant that one thing will remain unchanged: a focus on employees and their contribution to the WestJet brand, as seen in the ongoing "Owners" ad campaign launched last fall. The effort has tested well and emphasizes what research has identified as WestJet's number one differentiator: the image of friendly, helpful frontline employees.
ISSN:1196-4650