Internal Marketing
Another Approach to Marketing for Growth
Paperback Engels 2019 9780367350659Samenvatting
Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.
This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.
Specificaties
Lezersrecensies
Inhoudsopgave
1 Purpose and structure of this book
2 The basic concept of internal marketing
3 Internal marketing and R&D
4 Empirical investigation on the integration of marketing and R&D
5 Internal marketing and sales
6 Internal marketing and human resource management
7 Internal marketing of services
8 Major issues and practical proposals
9 Summary and topics for future research
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan