D/B/14. Southwest Airlines: How an organisation has used internal marketing as a potent tool to grow in an ailing industry.

This paper first tries to explain the recent thinking and models on the area of internal marketing and how southwest has tried to leverage it as a tool for competitive advantage. Later an attempt is made to draw a connection between internal marketing and its impact on external customer satisfaction. Finally an attempt has been made to throw light on the issue faced by southwest in the near future and how it can solve these critical issues related to internal marketing.