Product Description

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.



The first UK title of substance to examine this area in depth
Gives a clear view of the latest thinking and techniques as employed by leading companies internationally
Contains a wide base of up-to-date cases and examples taken from the authors' international consulting activities

Product Details

• Amazon Sales Rank: #449588 in Books
• Published on: 2002-03-14
• Original language: English
• Number of items: 1
• Binding: Paperback
• 299 pages

Review
This book has a practical focus and is well structured. If you need to know more about internal marketing, or want to know how to make it more effective, then this is the book for you.
John Ling - Marketing Business, June 2002

About the Author
Pervaiz Ahmed and Mohammed Rafiq have extensive experience both of advising companies on, and undertaking research into, the effectiveness of IM programmes worldwide. This depth of expertise makes 'lnternal Marketing' a hugely valuable text and reference for managers and students in marketing and strategy.

Customer Reviews

Informative & easy to read
Currently studying for my CIM Postgrad, this book is on the recommended reading list. I purchased and read over a few days. I was surprised at how easy it is to read, using lamen's terms and providing case study examples to help you relate the ideas and tools in practice. Gives a good insight into how internal marketing assists in implementing TQM etc. I have gained a more thorough understanding of Internal Marketing in the workplace and will be implementing some of the suggestions made in the book.