Inside-Out Marketing: How to Create an Internal Marketing Strategy - Couverture rigide

Dunmore, Michael

 
9780749436636: Inside-Out Marketing: How to Create an Internal Marketing Strategy
Couverture rigide
ISBN 10 : 0749436638 ISBN 13 : 9780749436636
Editeur : Kogan Page Ltd, 2002

Synopsis

This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization's overall purpose and success. By offering a balance of both theory and practice, Michael Dunmore shows the reader how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way he shows how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance. Topics covered include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Michael Dunmore has worked in general management and marketing roles at director level in both the UK and North America. He has worked within the publishing and design-related sectors and more recently in the marketing of HR services. He is a member of the Marketing Society, the Chartered Institute of Marketing, the Professional Services Marketing Group and the Society of Middlesex University Achievers. He received the Marketor's Award from the Worshipful Company of Marketors in 2001. Michael welcomes receiving comments on this book and can be contacted at: mdunmore@lineone.net.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page Ltd
Date d'édition
2002
Langue
anglais
ISBN 10 
0749436638
ISBN 13 
9780749436636
Reliure
Relié
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
non disponible