Internal Marketing

Another Approach to Marketing for Growth

Business & Finance
Cover of the book Internal Marketing by Tatsuya Kimura, Taylor and Francis
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Author: Tatsuya Kimura ISBN: 9781317224556
Publisher: Taylor and Francis Publication: April 21, 2017
Imprint: Routledge Language: English
Author: Tatsuya Kimura
ISBN: 9781317224556
Publisher: Taylor and Francis
Publication: April 21, 2017
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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