Crisis Marketing: The McDonnell Douglas DC-10

Abstract

The McDonnell Douglas DC-10 aircraft has been plagued by a series of problems throughout its history that has shaken customer confidence and resulted in many cancelled orders. Since the DC-10 represents a large portion of the corporation\u27s revenue, it is essential that the firm continue to sell the aircraft near previously projected rates. This has created a case of crisis marketing for the company. This study will use the DC-10 case to present a general crisis marketing model. This model will be a step-by-step framework that can be applied to most crisis marketing situations. By using this model and seeing it applied to the DC-10 case, managers should now be able to approach a crisis marketing situation in a more logical and organized manner

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