Internal MarketingA clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice. The text begins by defining what internal marketing is and how it can work, and from this foundation: * Outlines state-of-the-art thinking and practice * Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management * Highlights the techniques managers need to understand to use IM effectively within their organizations * Contains a range of international and up to the minute examples and cases of best practice from companies around the world Throughout the book the emphasis is on understanding the principles that have made internal marketing such a potent force within leading corporations. This is combined with a pragmatic assessment of the many challenges involved in making it a reality within an organization. |
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Internal Marketing: The Tools and Concepts for Change Pervaiz K. Ahmed,Mohammed Rafiq No preview available - 2016 |
Common terms and phrases
achieve actions activities attitudes bank behaviour cent co-ordination commitment communication company’s competencies competitive concept contact employees corporate cost create creative discretion cross-functional teams culture customer needs customer orientation customer satisfaction customer service delivery Eastman effective effort employee motivation employee satisfaction employees as customers empowered empowerment ensure environment external feedback focus functional goals Gronroos GTE Supply highlight implementation important individuals integration inter-functional interactions internal customers internal marketing programme involvement job satisfaction knowledge management learning Lloyds TSB market research marketing mix ment motivate employees organization organizational organizational culture organizational learning performance personnel phase policies problems product development Provena relationship marketing requires role Sainsbury’s segmentation senior management service quality Southwest Airlines specific staff strategy success suppliers survey teams techniques Terminix tion Total quality management trust understanding unit-linked with-profits policies