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

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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