Southwest Airlines: How Internal Marketing Pilots Success

Czaplewski, Andrew J.; Ferguson, Jeffery M.; Milliman, John F.
September 2001
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p14
Reports the impact of an internal marketing approach of Southwest Airlines to employees, customers and profit outcomes. Tactics for implementing internal marketing; Value of the airline employees over customers; Connection between the work of an employee to their purpose in the organization.


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