The four P's framework is important when discussing the marketing mix for services Marketing mix, which comprises of product, pricing, place, and promotional strategies, is by a company to pursue marketing objectives in the target market. Each of the variables in the marketing mix can be adjusted over time to help a company achieve their organizational goals al., 2006). Classic Airlines should offer competitive prices, improve the quality of their products, invest more on promoting their products, enhance their CRM system, and implement innovative marketing strategies. The aforementioned strategies would help Classic Airlines develop a marketing mix to support customer relationship initiatives