David M. Brown

Internal Marketing (eBook, PDF)

Theories, Perspectives, and Stakeholders

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 146
• Erscheinungstermin: 29. Oktober 2020
• Englisch
• ISBN-13: 9781000214222
• Artikelnr.: 60125454

Autorenporträt

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