Chapter 12 The Marketing of Services content should incorporate into the case study Southwest Airlines 2011.
Segment each section of the case study by using these questions.
1) What are the issues facing the firm? What needs to be decided?
2) What are the firm’s strategic options? (and implications of each?)
3) What key action(s) should the firm take?
4) Why is this appropriate course of action? (i.e., what’s your justification for this action?)
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