The Foundations of Internal Marketing
| Author | : Marleen H. Bekkers |
| Publisher | : |
| Total Pages | : 31 |
| Release | : 1993 |
| Genre | : Marketing |
| ISBN | : 9789050861212 |
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Internal Marketing
| Author | : Pervaiz K. Ahmed |
| Publisher | : Taylor & Francis |
| Total Pages | : 321 |
| Release | : 2013-06-17 |
| Genre | : Business & Economics |
| ISBN | : 1136394575 |
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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.
Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management
| Author | : Pantea Foroudi |
| Publisher | : Springer |
| Total Pages | : 0 |
| Release | : 2024-10-12 |
| Genre | : Business & Economics |
| ISBN | : 9783031629662 |
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There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides.The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
Internal Marketing
| Author | : David M. Brown |
| Publisher | : Routledge |
| Total Pages | : 143 |
| Release | : 2020-10-29 |
| Genre | : Business & Economics |
| ISBN | : 1000214303 |
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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.
Internal Marketing
| Author | : Richard J. Varey |
| Publisher | : Psychology Press |
| Total Pages | : 340 |
| Release | : 2000 |
| Genre | : Business & Economics |
| ISBN | : 9780415213189 |
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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.
A Mathematical Approach to Human Resources
| Author | : Teena Mishra |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 230 |
| Release | : 2024-01-19 |
| Genre | : Business & Economics |
| ISBN | : 1527557928 |
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This book focuses on the requirements of the field of modern human resources (HR) to develop a new mathematical model that is not only organisational output-focused but also employee-focused. The book presents recommendations for understanding human resource practice and investigates and debates various measurement and evaluation approaches to human resource practice. Currently, HR professionals only use one or two aspects of HR practice that are linked to good employee performance and emphasise output-generating HR practices. This book facilitates the adoption of alternative approaches to human resources through its exploration of various measurement and assessment concepts.
The Role of Leaders in Internal Marketing
| Author | : Jan Weiseke |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2010 |
| Genre | : |
| ISBN | : |
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There is little empirical research on internal marketing despite its intuitive appeal and anecdotal accounts of its benefits. Adopting a social identity theory perspective, the authors propose that internal marketing is fundamentally a process in which leaders instill into followers a sense of oneness with the organization, formally known as organizational identification (OI). The authors test the OI-transfer research model in two multinational studies using multilevel and multisource data. Hierarchical linear modeling analyses show that the OI-transfer process takes place in the relationships between business unit managers and salespeople and between regional directors and business unit managers. Furthermore, both leader-follower dyadic tenure and charismatic leadership moderate this cascading effect. Leaders with a mismatch between their charisma and OI ultimately impair followers' OI. In turn, customer-contact employees' OI strongly predicts their sales performance. Finally, both employees' and sales managers' OI are positively related to their business units' financial performance. The study provides empirical evidence for the role of leaders, especially middle-managers, in building member identification that lays the foundation for internal marketing.
Inside Your Customer's Imagination
| Author | : Chip R. Bell |
| Publisher | : Berrett-Koehler Publishers |
| Total Pages | : 169 |
| Release | : 2020-09-08 |
| Genre | : Business & Economics |
| ISBN | : 1523090227 |
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“A journey into a powerful idea . . . the more people you involve as creators and contributors, the greater your innovation capacity.” —Polly LaBarre, New York Times-bestselling coauthor of Mavericks at Work Organizations need to offer customers breakthrough products, services, and solutions to effectively compete in today’s innovation-hungry economy. The challenge is customers often don’t know precisely what they want. As Henry Ford is reputed to have said, “If I had asked people what they wanted, they would have said faster horses.” To surprise and awe your customers, Chip Bell advises developing co-creation partnerships with them. Co-creation partnerships are about fulfilling customers’ hopes and aspirations, not just their needs and expectations. Co-creation partnerships require (1) curiosity that uncovers insight, (2) grounding that promotes clear focus, (3) discovery that fosters risk-taking, (4) trust that safeguards partnership purity, and (5) passion that inspires energized generosity. Using examples from organizations like McDonald’s, DHL, Marriott, Lockheed Martin, Discover Financial, Ultimate Software, and many more, Bell shows how co-creation partnerships enable you to tap into the treasure trove of ideas, ingenuity, and genius-in-the-raw within every customer. “Innovation through partnership is the blueprint for business growth in the future. Inside Your Customer’s Imagination provides the instruction and inspiration to make it a success.”—Marshall Goldsmith, #1 New York Times-bestselling author “Chip Bell’s unique perspective, lively illustrations, and practical advice result in one terrific resource for anyone eager to tap a customer’s ingenuity for creating breakthrough results.” —Jeanne Bliss, founder and CEO, CustomerBliss; and cofounder, Customer Experience Professionals Association (CXPA)
Inside-out Marketing
| Author | : Michael Dunmore |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 272 |
| Release | : 2005-12-03 |
| Genre | : Business & Economics |
| ISBN | : 0749447133 |
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This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization's overall purpose and success. By offering a balance of both theory and practice, Michael Dunmore shows the reader how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way he shows how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance. Topics covered include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.
Internal Marketing
| Author | : William Winston |
| Publisher | : Routledge |
| Total Pages | : 178 |
| Release | : 2012-10-12 |
| Genre | : Business & Economics |
| ISBN | : 1136459391 |
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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.
