Air travel remains a large and growing industry. It facilitates economic growth, world trade, international investment and tourism and is therefore central to the globalisation taking place in many other industries. The International Air Transport Association (IATA) reports that air travel has grown by 7% per year. But due to recent events there has been a slow down in demand for transatlantic and business flights all over the world. The airline industry is changing rapidly and …showed first 75 words of 1996 total…

…showed last 75 words of 1996 total…driven firm i.e. is customer satisfaction worth sacrificing for increased revenue. BA will have to keep its reputation as an efficient and successful airline if it wishes to remain successful. Bibliography BBC (2002) News and Analysis: World Title [online]. Available from http://news.bbc.co.uk/hi/english/business/newsid_1629000/1629737.htm Jobber, D (2001) Principles of Marketing (3rd Edition) McGraw-Hill Publishing, Berkshire. Worthington, I and Britton, C (2000) The Business Environment (3rd Edition) FT/Prentice Hall, London.