Las Vegas-based Allegiant Air is increasing its marketing budget and investing more in customer service as it moves into larger markets, such as Pittsburgh, Cincinnati, Baltimore and Memphis, executives said in a briefing at the carrier’s headquarters. Five years ago, Allegiant’s marketing strategy was simple. It would start a new leisure-focused route from a place like Casper, Wyoming, and perhaps spend $25,000 to tell local residents about it. Consumers would be so excited ...

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