Internal Marketing

1st Edition

Authors: Pervaiz K. Ahmed Mohammed Rafiq
Paperback ISBN: 9780750648387
Imprint: Butterworth-Heinemann
Published Date: 14th March 2002
Page Count: 299


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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.

Key Features

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


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

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).


No. of pages:
© Butterworth-Heinemann 2002
Paperback ISBN:

About the Author

Pervaiz K. Ahmed

Affiliations and Expertise

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

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.

Affiliations and Expertise

Lecturer in Retailing and Marketing, Loughborough University Business School.


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