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Author : Richard J. Varey,Barbara R. Lewis
Publisher : Psychology Press
Page : 331 pages
File Size : 41,6 Mb
Release : 2000
Category : Business & Economics
ISBN : 9780415213172
This work represents a resource of the current research and conceptual development in internal marketing. It features case studies covering a wide range of sector and industry applications.
Author : Pervaiz K. Ahmed,Mohammed Rafiq
Publisher : Taylor & Francis
Page : 321 pages
File Size : 50,9 Mb
Release : 2013-06-17
Category : Business & Economics
ISBN : 9781136394577
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 world Throughout 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.
Author : Barbara Lewis,Richard Varey
Publisher : Routledge
Page : 331 pages
File Size : 53,8 Mb
Release : 2000-08-24
Category : Business & Economics
ISBN : 9781134613939
Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:* the social model of marketing* the human resource management perspective* marketing and servic
Author : Teena Mishra
Publisher : Taylor & Francis
Page : 184 pages
File Size : 41,9 Mb
Release : 2022-12-30
Category : Business & Economics
ISBN : 9781000826920
This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.
Author : Tatsuya Kimura
Publisher : Routledge
Page : 246 pages
File Size : 43,7 Mb
Release : 2017-04-21
Category : Business & Economics
ISBN : 9781317224556
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.
Author : David M. Brown
Publisher : Routledge
Page : 143 pages
File Size : 41,9 Mb
Release : 2020-10-29
Category : Business & Economics
ISBN : 9781000214307
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. Internal marketing is the use of traditional strategies by organisations to market themselves to their employees. Presented in bite-sized sections, each of which dissects the most important themes and concepts underpinning the subject, this book explains how subsidiary areas of study have emerged and suggests how the introduction of concepts and perspectives from channel management literature can help analyse the dyadic encounters in which internal marketing takes place. Brown critically extends the scope of internal marketing theory yet further by presenting and analysing new interview transcripts to suggest that internal demarketing – an organisation making itself less attractive to its employees – may sometimes be undertaken intentionally. Internationally applicable and highly accessible, Internal Marketing is perfect for students, teachers, and researchers with an interest not only in internal marketing, but also in employer relations, internal branding, employer branding, and internal communications. It uses clear language and gradually introduces the reader to more sophisticated theoretical concepts step by step, with a uniquely focused, critical, and comprehensive thematic coverage of internal marketing and its extensive theoretical outputs.
Author : Susan Foreman,Arthur H. Money
Publisher : Unknown
Page : 14 pages
File Size : 54,9 Mb
Release : 1995
Category : Employees
ISBN : 1897866771
Author : Audrey Gilmore
Publisher : SAGE
Page : 226 pages
File Size : 54,6 Mb
Release : 2003-06-02
Category : Business & Economics
ISBN : 0761941584
This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the context of the frameworks and activities of various types of organization, such as financial services, tourism, charities and museums.
Author : William Winston,Dennis J Cahill
Publisher : Routledge
Page : 178 pages
File Size : 53,8 Mb
Release : 2012-10-12
Category : Business & Economics
ISBN : 9781136459399
In today's business world, competence is no longer enough in an employee;competent employees are merely a starting point. Internal Marketing: Your Company's Next Stage of Growth details how you can improve employee effectiveness and therefore business—by marketing your firm to employees so they can more effectively serve outside customers and consumers. Employees need to be knowledgeable about their firm and confident in it and its products and services in order to perform their duties in an optimal manner. From this book, you will gain a thorough knowledge and understanding of the concept of internal marketing, how it can be implemented, and the benefits that will result.
Author : Helena Alves,José Luis Vázquez
Publisher : Springer Science & Business Media
Page : 267 pages
File Size : 41,5 Mb
Release : 2013-06-04
Category : Social Science
ISBN : 9789400758780
This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers’ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens’ quality of life. In addition, each case addresses the theoretical background of the specific area of marketing used in the case.
Author : Gerard Hastings,Kathryn Angus,Carol Bryant
Publisher : SAGE
Page : 701 pages
File Size : 52,6 Mb
Release : 2011-11-15
Category : Business & Economics
ISBN : 9781473971677
For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
Author : Fauziah Noordin,Abdul Kadir Othman,Erne Suzila Kassim
Publisher : Springer
Page : 389 pages
File Size : 50,7 Mb
Release : 2017-10-17
Category : Business & Economics
ISBN : 9789811060533
This book contains the refereed proceedings of the 2nd Advances in Business Research International Conference (ABRIC2016). Chapters in the book address the theme of Advancing Knowledge, Connecting the World, reflecting on the emerging issues in various business management fields and the interconnections of multiple disciplines for creating knowledge advancement. Papers were carefully reviewed and selected and grouped into four main themes: economic and finance, marketing and communications, management, and information technology in business. The book serves as a helpful resource for students and researchers of business management, especially in understanding issues and cases of business in emerging economies and markets.
Author : Anila Kamal,Jas Laile Suzana Binti Jaafar
Publisher : Cambridge Scholars Publishing
Page : 520 pages
File Size : 52,8 Mb
Release : 2013-02-21
Category : Education
ISBN : 9781443846776
This book provides important information about the development of psychology as a discipline in Asia. Several research papers related to organizational psychology and the influence of psychology on quality of life in countries throughout Asia are included. The papers which appear herein were originally presented at the 3rd Convention of the Asian Psychological Association in Darwin, Australia during July, 2010; the 4th Convention of the Asian Psychological Association in Jakarta, Indonesia during July, 2012; and the International Conference on Industrial and Organizational Psychology at the National Institute of Psychology in Islamabad, Pakistan during April, 2012. The information presented here provides a valuable window into how psychology is taught and practiced throughout Asia, especially in the work place. Indigenous trends in research, theory and application are provided by authors who are native to, live and teach in the countries represented in the studies reported here. It is a must-read, not only for those in academic psychology and higher education, but also for those in business who are affected by changes in globalization of business practices. Psychologists, counselors, educators, and those with research interests in social sciences and cross-cultural research will find a wealth of current information.
Author : David Bowie,Francis Buttle
Publisher : Routledge
Page : 363 pages
File Size : 47,6 Mb
Release : 2007-03
Category : Business & Economics
ISBN : 9781136398292
Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry.Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication.* DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour.* AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative.Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.
Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 43,8 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.