1st Edition
Internal Marketing Another Approach to Marketing for Growth
By Tatsuya Kimura
Copyright 2017
230 Pages
50 B/W Illustrations
by
Routledge
242 Pages
50 B/W Illustrations
by
Routledge
242 Pages
50 B/W Illustrations
by
Routledge
Also available as eBook on:
Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is... Read more
Introduction
1 Purpose and structure of this book
2 The basic concept of internal marketing
3 Internal marketing and R&D
4 Empirical investigation on the integration of marketing and R&D
5 Internal marketing and sales
6 Internal marketing and human resource management
7 Internal marketing of services
8 Major issues and practical proposals
9 Summary and topics for future research
Biography
Tatsuya Kimura is Professor at the Graduate School of Business and Finance, Waseda University, Japan.
