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Internal Marketing : Another Approach to Marketing for Growth (Hardcover) (Tatsuya Kimura)

Internal Marketing : Another Approach to Marketing for Growth (Hardcover) (Tatsuya Kimura) - image 1 of 1

About this item

Establishing, developing or promoting brand or product in a market stems from aligning of divisions within an organisation, 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.

Number of Pages: 229
Genre: Business + Money Management
Series Title: Routledge Frontiers of Business Management
Format: Hardcover
Publisher: Taylor & Francis
Author: Tatsuya Kimura
Language: English
Street Date: April 24, 2017
TCIN: 52483447
UPC: 9781138651104
Item Number (DPCI): 248-46-1039
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$133.00
MSRPReg: $140.00 Save $7.00 (5% off)
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