Internal marketing : Another approach to marketing for growth

By:

Kimura, Tatsuya

Material type: Text

TextSeries: Routledge frontiers of business management ; 10Publication details: New York : Routledge, 2017Description: 229 sISBN:

9781138651104
1138651109
9781315622958
1315622955

Subject(s):

DDC classification:

658.8

Summary: 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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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	658.8 KIM (Browse shelf(Opens below))	Available		BU-LIB24457
Books	Botho University eSwatini Open Shelves	Faculty Business & Accounting	658.802 KIM (Browse shelf(Opens below))	Available		BU-LIB24458

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Previous	658.8 SHA Services marketing : the Indian perspective : text and readings /	658.800968 MAR Marketing success stories South African case studies.	658.802 CHE Strategic marketing management	658.802 KIM Internal marketing : Another approach to marketing for growth	658.802 ROE The marketing performance blueprint : strategies and technologies to build and measure business success /	658.802 STR Strategic marketing Theory and applications for competitive advantages	658.802 WES Strategic marketing : creating competitive advantage /	Next

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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