Internal Marketing Tools and concepts for customer-focused management

• Main Authors: Pervaiz K. Ahmed (Author), Mohammed Rafiq (Author)
• Format: Book
• Language: English
• Published: LONDON Routledge 2016
• Subjects: Marketing > Case studies > Management; Organizational effectiveness; Relationship marketing; Customer relations
• Online Access: Click Here to View Status and Holdings.
• Item Description: Published in association with The Chartered Institute of Marketing
• Physical Description: xx, 299 pages illustrations 24 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9781138177666

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice. Throughout the book the emphasis is on understanding the principles that have made internal marketing such a potent force within leading corporations. This combines with a pragmatic assessment of the many challenges involved in making it a reality within an organization.