Internal Marketing

By

  • Pervaiz K. Ahmed, Professor of Management, University of Wolverhampton, Head of the Centre for Enterprise Excellence at the University Business School and Director of the Japanese Management Research Unit.
  • Mohammed Rafiq, Lecturer in Retailing and Marketing, Loughborough University Business School.

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 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.
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Audience

Students on MBA courses and mid/senior marketing and strategy executives

 

Book information

  • Published: March 2002
  • Imprint: BUTTERWORTH HEINEMANN
  • ISBN: 978-0-7506-4838-7

Reviews

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



Table of Contents

Section 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).