Pervaiz K. Ahmed, Mohammed Rafiq

Internal Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

A 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 worldThroughout 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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 299
• Erscheinungstermin: 17. Juni 2013
• Englisch
• ISBN-13: 9781136394577
• Artikelnr.: 38251415

Autorenporträt

Pervaiz K. Ahmed, Mohammed Rafiq

Inhaltsangabe

Section I: Internal marketing theory - What is internal marketing?
Models of internal marketing: how internal marketing works
The tools of internal marketing
Internal marketing and human resource management
A framework for empowering employees
Section II: Internal marketing applications - Total quality management (TQM) and internal marketing
Innovation and internal marketing
Knowledge management, learning and internal marketing
Section III: Internal marketing case studies: Atlantic Richfield Company
Aydlotte & Cartwright inc.
Barclay card services (BCS)
Barnardos
Boatman Trust Company
CSX
Eastman Chemical Company
First Union
GTE Supply
Lutheran Brotherhood
Midland Bank
Nations Bank
Norwich Union
Provena
St Luke's Hospital
Terminix International
Thomas Cook
Thomas and Mack Centre (TMC).