This paper is a study of Southwest Airlines marketing and promotion practices.

This paper is a study of Southwest Airlines marketing and promotion practices. How Southwest positions itself as a "different" kind of airline will be covered. How Southwest uses the word 'love' as a promotional tool will be covered. Southwest's meaning of a "triple crown winner" while promoting itself will be covered. Finally, different innovations that Southwest has employed to make the airline stand out will also be covered. Southwest has positioned itself as "different" to …

…most definitely paid off in the long run. From a small startup company to a business that in 2002 booked a total of eighty-three million reservations, their marketing is an example for many companies world wide. References Ebert, R. J. (2003). Business Essentials. Upper Saddle River, NJ: Prentice Hall. Velotta, R.N. (2003). http://www.lasvegassun.com/sunbin/stories/business/2003/oct/07/515711577.html Las Vegas, NV: Las Vegas Sun Southwest.com (2003). http://www.southwest.com Dallas, TX: Southwest.com