A Behind-The-Scenes Look at the Marketing Strategy Powering the Alaska Airlines-Virgin Merger with Jeff Etherington | LSMP Episode 34
Tyler invites Jeff Etherinton, Director of Sales and Marketing for Alaska Airlines, to discuss the different marketing techniques they’ve used to create the largest airline headquartered on the west coast. Jeff begins by describing how the acquisition of Virgin America by Alaska Airlines significantly changed the course of Alaska’s marketing efforts as they merged two iconic brands with two different target audiences. By building a community with its customer base and gaining brand loyalty through respect and a hassle-free experience, Alaska Airlines continues to stay ahead of the competition and move forward. Jeff advises us to build a culture within our business that both employees and customers can respect and appreciate.
