Internal Marketing: Tools and concepts for customer-focused management (Chartered Institute of Marketing (Paperback))

Ahmed, Pervaiz K.; Rafiq, Mohammed

ISBN 10: 1138177660 / ISBN 13: 9781138177666

Editore: Routledge, 2016

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1st edition NO-PA16APR2015-KAP.

Codice articolo 26390153368

Dati bibliografici

• Titolo: Internal Marketing: Tools and concepts for customer-focused management (Chartered Institute of Marketing (Paperback))
• Editore: Routledge
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 1138177660
• ISBN 13: 9781138177666
• Rilegatura: Rilegato
• Condizione: New

Descrizione articolo

Riassunto

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 the minute examples and cases of best practice from companies around the world Throughout the book the emphasis is on understanding the principles that have made internal marketing such a potent force within leading corporations. This is combined with a pragmatic assessment of the many challenges involved in making it a reality within an organization.

Informazioni sull?autore

Pervaiz K. Ahmed, Mohammed Rafiq