Internal marketing : directions of management /

Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:* the social model of marketing* the human res...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Varey, Richard J., 1955-, Lewis, Barbara R.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; New York : Routledge, 2000.
Temas:
Marketing > Management.
Marketing channels.
Market segmentation.
Marketing > Gestion.
Circuits de distribution.
Segmentation du marché.
Market segmentation
Marketing channels
Marketing > Management
Marketing.
Management.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • From hierarchy to enterprise : internal markets are the foundation for a knowledge economy / William E. Halal
  • Internal marketing in the light of relationship marketing and network organizations / Evert Gummesson
  • The strengths and weaknesses of internal marketing / David Ballantyne
  • Effectiveness implies leaving myths aside / Jean-Paul Flipo
  • Managerial interactions of internal marketing / Audrey Gilmore
  • Internal marketing in small manufacturing firms : extending the concept to encompass organisational learning / Ian Chaston
  • Employee attitudes and responses to internal marketing / Gillian Hogg, Sara Carter
  • Get close to the internal customer or keep your distance? / Susan K. Foreman
  • Minimizing internal communication gaps by using Business Television / Bernd Stauss, Frank Hoffmann
  • The business value of buy-in : how staff understanding and commitment impact on brand and business performance / Kevin Thomson, Lorrie A. Hecker
  • Services marketing starts from within / Leonard L. Berry, A. Parasuraman
  • Internal marketing : a relationships and value-creation view / Peter A. Dunne, James G. Barnes
  • A meta-model of internal marketing / Mohammed Rafiq, Pervaiz K. Ahmed
  • Internal relationship management : broadening the scope of internal marketing / Paivi Voima
  • Internal marketing : a step too far / Peter Mudie
  • A broader conception of internal marketing : a social constructionist perspective / Richard J. Varey
  • End-view : directions for management / Richard J. Varey, Barbara R. Lewis.

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