ABSTRACT
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.
TABLE OF CONTENTS
chapter
Introduction
section
Internal Marketing Theory
chapter
What is internal marketing?
section |88 pages
Internal Marketing Theory
chapter |10 pages
What is internal marketing?
chapter |12 pages
Models of internal marketing: how internal marketing works
chapter |32 pages
The tools of internal marketing
chapter |13 pages
Internal marketing and human resource management
chapter |19 pages
A framework for empowering employees
section |123 pages
Internal Marketing Applications
chapter |34 pages
Total quality management (TQM) and internal marketing
chapter |48 pages
Innovation and internal marketing
chapter |39 pages
Knowledge management, learning and internal marketing
section |74 pages
Internal Marketing Case Studies