I made a similar mistake last month when booking a flight from Bucharest to London on Tarom for October. First I tried sending them a polite note asking if they could change it. No answer. (And no US phone number. ) After reading this thread I decided I didn't want to count on having an understanding airline employee at Bucharest on the beginning of my trip back home.

Fortunately the flight was cancellable with an 87 Euro penalty. I booked a new one with the correct name and cancelled the old one by e-mail (couldn't do it on their site). They've been very good about responding to my e-mails promptly and asked me to confirm the refund amount, which I did, but they just told me it would take 45-90 days to reach my credit card! Oh, well. I printed the e-mail chain to a PDF in case I need to take it up with the credit card company.