About this product

Product Identifiers

PublisherRoutledge

ISBN-100750648384

ISBN-139780750648387

eBay Product ID (ePID)2244037

Product Key Features

Number of Pages320 Pages

LanguageEnglish

Publication NameInternal Marketing

SubjectMarketing / General, General, Management

Publication Year2002

TypeTextbook

AuthorMohammed Rafiq, Pervaiz K. Ahmed

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height0 in

Item Weight16.8 Oz

Item Length0 in

Item Width0 in

Additional Product Features

Intended AudienceCollege Audience

LCCN2004-274704

Dewey Edition21

ReviewsThis 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, 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

IllustratedYes

Dewey Decimal658.8/02

Table Of ContentSection I: Internal marketing theory - What is internal marketing?; Models of internal marketing: how internal marketing works; The tools of internal marketing; Internal marketing and human resource management; A framework for empowering employees; Section II: Internal marketing applications - Total quality management (TQM) and internal marketing; Innovation and internal marketing; Knowledge management, learning and internal marketing; Section III: Internal marketing case studies: Atlantic Richfield Company; Aydlotte & Cartwright inc.; Barclay card services (BCS); Barnardos; Boatman Trust Company; CSX; Eastman Chemical Company; First Union; GTE Supply; Lutheran Brotherhood; Midland Bank; Nations Bank; Norwich Union; Provena; St Luke's Hospital; Terminix International; Thomas Cook; Thomas and Mack Centre (TMC).

SynopsisA 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 worldThroughout 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., 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.

LC Classification NumberHF5415.13.A354 2004