West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 12
- Go to the website for British Airways (www.ba.com) and find out what techniques they are using to increase customer loyalty. Do you think that these techniques are successful? Why? Suggest other techniques that can be used to increase customer loyalty to British airways
- The affiliate program run by Amazon (www.amazon.com) is a popular example of clickstream and hypermediation; search the web for other affiliate programs and give an example of a successful one. What are the important factors which you think lead to this success?
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