Internal Marketing: Tools and Concepts for Customer-Focused Management

  • 5h 12m
  • Mohammed Rafiq, Pervaiz K. Ahmed
  • Taylor and Francis
  • 2002

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.

In this Book

  • Internal Marketing—Tools and Concepts for Customer-Focused Management
  • Introduction
  • What Is Internal Marketing?
  • Models of Internal Marketing: How Internal Marketing Works
  • The Tools of Internal Marketing
  • Internal Marketing and Human Resource Management
  • A Framework for Empowering Employees
  • Total Quality Management (TQM) and Internal Marketing
  • Innovation and Internal Marketing
  • Knowledge Management, Learning and Internal Marketing
  • Atlantic Richfield Company: Using Internal Marketing to Implement Change
  • Aydlotte & Cartwright Inc.: Reward and Recognize Your Employees
  • Barclays Card Services (BCS): Getting Employees to Live the Brand
  • Barnardo’s: Enhancing Corporate Identity through Internal Marketing
  • Boatmen Trust Company: Creating Success through Internal Network Relationships
  • CSX: Appreciating the Cost– Benefit Trade-Off for Employee Change
  • Eastman Chemical Company: Implementing TQM through Internal Market Focus
  • First Union: Designing and Using Employee Segmentation
  • GTE Supply: Developing and Running an Internal Survey Instrument
  • Lutheran Brotherhood: Building Skills and Competencies through Internal Marketing
  • Midland Bank: Improving Customer Service through Internal Marketing
  • Nations Bank: Using External Marketing as Part of the Internal Marketing Programme
  • Norwich Union: Improving Efficiency through Internal Customer Management
  • Provena: Improving Service Quality in the Healthcare Environment
  • St Luke’s Hospital: The Role of Internal Marketing in Implementing a Knowledge-Based System
  • Terminix International: Using Internal Marketing to Energize the Company
  • Thomas Cook: Developing Internal Customer Orientation in the Purchasing Function
  • TMC: Structuring the Internal Marketing Process
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