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Internal Marketing: Directions for Management
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| List Price: | £90.00 |
| Price: | £85.50 & eligible for FREE Super Saver Delivery on orders over £5. Details |
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Product Description
By bringing together a multi-disciplinary set of contributions from leading writers in the field of service marketing and management, this book represents a much-needed resource of the current 'state-of-the-art' research and conceptual development in internal marketing. Comprising new theoretical and empirical work, and case studies based on a wide range of sector and industry applications, Internal Marketing identifies key themes and issues, including: social model of marketing human resource management perspective marketing and service management quality management organisational development corporate identity, image and reputation corporate communication David Ballantyne Monash University, Australia. Leonard Berry Texas A&M University, USA. Ian CHaston University of Plymouth Business School, UK. James Barnes and Peter Dunne
Product Details
- Published on: 2000-08-24
- Original language: English
- Number of items: 1
- Binding: Hardcover
- 336 pages
Editorial Reviews
From the Back Cover
What is internal marketing?
Is the business the sole beneficiary from this type of marketing?
How can market-based management promote responsiveness and responsibility?
The term internal marketing was coined originally in the 1970s for a management approach to building and retaining service delivery competence. Today, the term has been applied to a broader range of management and social interests. By bringing together a multi-disciplinary set of contributions from leading writers in the field of service marketing and management, this volume represents a much-needed resource of the current 'state-of-the-art' research and conceptual development in internal marketing. Comprising new theoretical and empirical work, and case studies based on a wide range of sector and industry applications, Internal Marketing identifies key themes and issues, including:
a social model of marketing
a human resource management perspective
marketing and service management
quality management
organisational development
corporate identity, image and reputation
corporate communication
