American Airlines, enter loyalty customer pact

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Fort Worth, Texas--American Airlines Inc. has entered a deal to participate in a loyalty program currency exchange plan being run by, a Toronto-based direct marketing company. The deal allows the 40 million members of AAvantage, the airline's frequent flyer program, to exchange their earned miles for points in other companies' loyalty programs. The deal underscores recent moves by other carriers, including Delta Air Lines Inc., to increase customer loyalty through Internet marketing initiatives.
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