titlemobilebusinessstrategyintheusairlineindustry.docVIP

MOBILE BUSINESS - COMPREHENSIVE MARKETING STRATEGIES OR MERELY IT EXPENSES? A CASE STUDY OF THE US AIRLINE INDUSTRY Notis Pagiavlas Embry-Riddle Aeronautical University College of Business Notis.pagiavlas@ Marzel Stratmann United Airlines Marketing Planning Analysis Marzel.Stratmann@ Peter Marburger Siemens Business Services GE Transportation Peter.marburger@siemens.de Seth Young Embry-Riddle Aeronautical University College of Business Youngs@  ABSTRACT This paper analyzes mobile business in the context of the US airline industry as a strategic tool to create a sustainable