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For CMO Professionals

Case Study: JetBlue Connects The Dots To Deliver Marketable Service

May 18, 2011

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  • By Mary Beth Kemp
  • with David M. Cooperstein,
  • Cory Munchbach

Why Read This Report

JetBlue Airways has had trend-defying growth — at 10 years old, it is now a $4 billion company — in an environment where consumers are flying less, costs continue to increase, and the airline industry struggles against a poor reputation. The low-cost carrier's success can be attributed to a singular focus on delivering a superior brand experience to its customers. Marty St. George, chief marketing officer, shepherds the brand. He has brought together all parts of the organization in order to deliver visible value to travelers, grow the business, and strengthen that iconic experience.

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