Product Description

This work represents a much-needed resource of the current `state-of-the-art' research and conceptual development in internal marketing. Comprising theoretical and empirical work, and case studies based on a wide range of sector and industry applications, this work themes and issues, including: social model of marketing; human resource management perspective; marketing and service management; quality management organizational development; corporate identity, image and reputation; and corporate communication.

Product Details

• Amazon Sales Rank: #835049 in Books
• Published on: 2000-08
• Original language: English
• Number of items: 1
• Binding: Paperback
• 336 pages

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