The Nature of the Marketing Problem
Promoting the business was the major problem that the new airline had to overcome if it had to achieve success in its operations. Other than the need to hire an advertising agency to handle publicity and public relations issues, Southwest Airlines was yet to evaluate and/or conduct an analysis of the Texas airline industry. Analysis of the image of each independent career with respect to the quality of their advertising and promotional effects became an overriding issue for Southwest Airline. While the Company needed to come up with a detailed and innovative marketing strategy, designing the ideal personality description model ...
