Publications
Publications
- November 1991 (Revised October 1993)
- HBS Case Collection
British Airways: ""Go for It, America!"" Promotion (B)
Abstract
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share.
Keywords
Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
Citation
Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
