The role of integrated communication in the interactive age

Philip J. Kitchen and Don E. Schultz

Chapter Chapter 5 in Raising the Corporate Umbrella, 2001, pp 82-114 from Palgrave Macmillan

Abstract: Abstract British Airways World Cargo (BAWC), which for a long time had been seen as the “other part” of BA, faced some significant challenges in the changing airfreight market of the early to mid- I990s. BA even considered pulling out of the airfreight business altogether. But a change program, spearheaded by integrated communication, implemented with a clear engagement strategy, helped transform the organization into a profitable global business.

Keywords: Parent Company; Brand Equity; Integrate Communication; Corporate Identity; Marketing Communication (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55458-0_5

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DOI: 10.1057/9780230554580_5

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