Internal marketing : directions of management / / edited by Richard J. Varey and Barbara R. Lewis

• Pubblicazione: London ; ; New York : , : Routledge, , 2000
• Descrizione fisica: 1 online resource (330 p.)
• Disciplina: 658.8
• Soggetto topico: Marketing - Management; Marketing channels; Market segmentation
• Soggetto genere / forma: Electronic books.
• Altri autori: VareyRichard J. <1955-> LewisBarbara R
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; Internal Marketing: Directions for Management; Copyright; Contents; Illustrations; Contributors; Preface; Acknowledgements; Part I Context; 1 From hierarchy to enterprise: Internal markets are the foundation for a knowledge economy; Part II Structure; 2 Internal marketing in the light of relationship marketing and network organizations; 3 The strengths and weaknesses of internal marketing; Part III Management/competency; 4 Effectiveness implies leaving myths aside; 5 Managerial interactions of internal marketing ; 6 Internal marketing in small manufacturing firms: Extending the concept to encompass organisational learning7 Employee attitudes and responses to internal marketing; 8 Get close to the internal customer or keep your distance?; Part IV Communication and service delivery; 9 Minimizing internal communication gaps by using Business Television; 10 The business value of buy-in: How staff understanding and commitment impact on brand and business performance; 11 Services marketing starts from within; 12 Internal Marketing: A relationships and value-creation view; Part V Developments ; 13 A meta-model of internal marketing14 Internal relationship management: Broadening the scope of internal marketing; 15 Internal marketing: A step too far; 16 A broader conception of internal marketing: A social constructionist perspective; Part VI Conclusion; 17 End-view: Directions for management; Index
• Sommario/riassunto: 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 resource management perspective* marketing and service management* quality management* organizational development* corporate identity, image and reputation* corporate communication.Comprising new theoretical and empirical work, this book also features in depth c
• Titolo autorizzato: Internal marketing
• ISBN: 0-429-22968-2; 0-203-25319-1; 1-280-32417-1; 1-134-61394-6; 0-203-20735-1; 9786610324170
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910450815403321
• Lo trovi qui: Univ. Federico II