The Editor, Sir:

Permit me space to share with the new management of Air Jamaica, and the public in general, a clipping received from an associate which was lifted from the Business Digest - 'How to become a marketing superstar'.

"Earlier this decade when so many airlines cut customer niceties to save costs, Continental, under Gordon Bethune, did just the opposite. Keeping/growing market share was more important to them than cutting some costs to save money. As Bethune put it, "Now is not the time to take the cheese off the pizza!" That's a lesson for all marketers. You can't change a declining market, but you can influence your market share.

When times are tough, don't cheapen or worsen your product - don't cut quality or convenience or speed of delivery. Don't cut customer outreach. Instead, you outsell, outpromote and outadvertise your competitor. You offer more, not less. And you never take the cheese off the pizza."

I trust all will see the true value of the above.

I am, etc.,

OSWALD SEYMOUR, JP

Ossie@cwjamaica.com