文章基本信息

标题：Kompetisi Industri Transportasi: Tinjauan Komunikasi Pemasaran Jasa PT Kereta Api Indonesia
本地全文：下载
作者：Prima Mulyasari Agustini
期刊名称：MediaTor
印刷版ISSN：1411-5883
出版年度：2008
卷号：9
期号：1
页码：113-122
DOI：10.29313/mediator.v9i1.1147
出版社：Universitas Islam Bandung
摘要：The development of transportation industry has removed the train business from its monopolistic business. Sooner or later, the government will open up opportunity for private parties to participate in the train business. In order to successfully anticipate this future, PT Kereta Api Indonesia (KAI) needs to change its communication strategy. Integrated Service Marketing Communication (ISMC) was recommended as a strategic approach covering management of service promise, management of customer expectation, customer education improvement, and management of internal marketing communication.
关键词：komunikasi; komunikasi pemasaran; jasa; terpadu; PT Kereta Api Indonesia