Articles liés à Internal Marketing: Another Approach to Marketing for...

Internal Marketing: Another Approach to Marketing for Growth - Couverture rigide

Livre 28 sur 30: Routledge Frontiers of Business Management

Kimura, Tatsuya

 
9781138651104: Internal Marketing: Another Approach to Marketing for Growth
Couverture rigide
ISBN 10 : 1138651109 ISBN 13 : 9781138651104
Editeur : Routledge, 2017

Synopsis

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers - an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company's internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.

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

À propos de l'auteur

Tatsuya Kimura is Professor at the Graduate School of Business and Finance, Waseda University, Japan.

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

Éditeur
Routledge
Date d'édition
2017
Langue
anglais
ISBN 10 
1138651109
ISBN 13 
9781138651104
Reliure
Relié
Nombre de pages
242
Coordonnées du fabricant
non disponible
Personne responsable
non disponible