This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subject.
This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subject.
David M. Brown is Senior Lecturer in Marketing at Northumbria University, UK, where he leads the PhD programme for the Business School. His own PhD thesis examined different perspectives on internal marketing, and he has subsequently published research which expands the concept of internal demarketing. David is a professionally qualified teacher and marketer with 18 years of industrial experience, as well as a Senior Fellow of the Higher Education Academy.
Inhaltsangabe
1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing
1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing
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