With a BA in history from UC Berkeley, and several years of developing digital marketing strategy in the heart of the Hollywood, Zim may not seem to fit the classic MBA profile, dominated as it is by students from the fields of finance, engineering and consultancy.

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In other news, media reports said Boeing (nyse: BA - news - people ) might announce the rollout of its marketing campaign for its new 7E7 aircraft, with a possible order from All Nippon Airways .

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But although they have the potential to be useful marketing tools, such networks can also be a source of damaging publicity, as British Airways (BA) and Virgin Atlantic have discovered to their cost.

ECONOMIST: A tale of two airlines and their Facebook fiascos