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Headquarters: Fort Worth, Texas.

Corporate revenues: $15.82 billion for 12 months ended Dec. 31.

Leadership: Robert Crandall, chairman, president-CEO; Michael Gunn, senior VP-marketing; Henry Joyner, VP-marketing planning; Tom Morris, managing director-advertising.

Total U.S. ad spending: Estimated $131.3 million in 1993.

Ad agencies: Temerlin McClain and DDB Needham Worldwide, both Dallas.

Strengths: Powerful domestic and international route system; world's largest computerized reservations system; large, fuel-efficient fleet; positive brand image.

Problems: High labor costs; uncertain labor negotiations under way; competitive pricing pressure from lower-cost carriers; shrinking business travel market from which American derives more than 50% of its revenues.

Source: Advertising Age and company reports

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