230 pages | 50 B/W Illus.
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 effective and not impeded by internal shortcomings.
This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.
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
Routledge Frontiers of Business Management is a research series focusing on entrepreneurial, innovative and managerial aspects of business. It aims to provide advanced, cutting-edge work to enrich existing discussion. The book series therefore, will be of interest to those who want to learn more about emerging business trends, key challenges in business management and dynamic models of these key areas.
For more information about this series, please contact Commissioning Editor, Lam Yongling at Lam.YongLing@tandf.com.sg