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Internal Marketing
Another Approach to Marketing for Growth
Udgivet af Taylor & Francis Ltd
ISBN
9780367350659
Om denne bog
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 alig…
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Bogdetaljer
Forfatter
Tatsuya Kimura
Forlag
Taylor & Francis Ltd
Kategori
Personaleledelse og HR
ISBN-13
9780367350659
EAN
9780367350659
Format
Hæftet
Sprog
Engelsk
sider
230
Undertitel
- Another Approach to Marketing for Growth
Produktbeskrivelse
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.
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