Internal marketing : the tools and concepts for change / Pervaiz K. Ahmed and Mohammed Rafiq.

Format:

Book

Author/Creator:

Ahmed, Pervaiz K.

Contributor:

Rafiq, Mohammed.

Chartered Institute of Marketing.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Management--Case studies.

Organizational effectiveness.

Organizational effectiveness--Case studies.

Physical Description:

1 online resource (320 p.)

Edition:

1st edition

Place of Publication:

Oxford : Butterworth-Heinemann, 2002.

Language Note:

English

System Details:

text file

Summary:

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice. The text begins by defining what internal marketing is and how it can work, and from this foundation:* Outlines state-of-the-art thinking and practice* Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management* Highlights the techniques managers need to understand to use IM effectively within their organizations* Contains a range of international and up to

Contents:

""Internal Marketing Tools and concepts for customer-focused management""; ""Copyright""; ""Contents""; ""Acknowledgements""; ""Introduction""; ""Section I Internal Marketing Theory""; ""Chapter 1 What is internal marketing?""; ""Chapter 2 Models of internal marketing: how internal marketing works""; ""Chapter 3 The tools of internal marketing""; ""Chapter 4 Internal marketing and human resource management""; ""Chapter 5 A framework for empowering employees""; ""Section II Internal Marketing Applications""; ""Chapter 6 Total quality management (TQM) and internal marketing""

""Chapter 7 Innovation and internal marketing""""Chapter 8 Knowledge management, learning and internal marketing""; ""Section III: Internal Marketing Case Studies""; ""Case Study 1 Atlantic Richfield Company: using internal marketing to implement change""; ""Case Study 2 Aydlotte & Cartwright Inc.: reward and recognize your employees""; ""Case Study 3 Barclays Card Services (BCS): getting employees to live the brand""; ""Case Study 4 Barnardo�s: enhancing corporate identity through internal marketing""

""Case Study 5 Boatmen Trust Company: creating success through internal network relationships""""Case Study 6 CSX: appreciating the cost�benefit trade-off for employee change""; ""Case Study 7 Eastman Chemical Company: implementing TQM through internal market focus""; ""Case Study 8 First Union: designing and using employee segmentation""; ""Case Study 9 GTE Supply: developing and running an internal survey instrument""; ""Case Study 10 Lutherhan Brotherhood: building skills and competencies through internal marketing""

""Case Study 11 Midland Bank: improving customer service through internal marketing""""Case Study 12 Nations Bank: using external marketing as part of the internal marketing programme""; ""Case Study 13 Norwich Union: improving effciency through internal customer management""; ""Case Study 14 Provena: improving service quality in the healthcare environment""; ""Case Study 15 St Luke�s Hospital: the role of internal marketing in implementing a knowledge-based system""; ""Case Study 16 Terminix International: using internal marketing to energize the company""

""Case Study 17 Thomas Cook: developing internal customer orientation in the purchasing function""""Case Study 18 TMC: structuring the internal marketing process""; ""Index""

Notes:

Published in association with The Chartered Institute of Marketing.

Includes bibliographical references and index.

ISBN:

9786611021870

9781138177666

1138177660

9781136394584

1136394583

9781281021878

1281021873

9780080509037

0080509037

OCLC:

703868006