Internal Marketing Tools and concepts for customer-focused management

• Main Authors: Pervaiz K. Ahmed (Author), Mohammed Rafiq (Author)
• Format: Thesis 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.

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 le...

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).