Internal Marketing

Business & Finance, Marketing & Sales
Cover of the book Internal Marketing by Pervaiz K. Ahmed, Mohammed Rafiq, Taylor and Francis
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Author: Pervaiz K. Ahmed, Mohammed Rafiq ISBN: 9781136394577
Publisher: Taylor and Francis Publication: June 17, 2013
Imprint: Routledge Language: English
Author: Pervaiz K. Ahmed, Mohammed Rafiq
ISBN: 9781136394577
Publisher: Taylor and Francis
Publication: June 17, 2013
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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