Marketing, Business - General & Miscellaneous, Management & Leadership

Internal Marketing: Directions for Management

Name: Internal Marketing: Directions for Management
Author: Barbara Lewis
ISBN: 9781134613939

by Barbara Lewis (Editor), Richard Varey (Editor)

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Overview

By bringing together a multi-disciplinary set of contributions from leading writers in the field of service marketing and management, this book represents a much-needed resource of the current `state-of-the-art' research and conceptual development in internal marketing. Comprising new theoretical and empirical work, and case studies based on a wide range of sector and industry applications, Internal Marketing identifies key themes and issues, including:
· social model of marketing
· human resource management perspective
· marketing and service management
· quality management
organisational development
· corporate identity, image and reputation
· corporate communication

Synopsis

Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:* the social model of marketing* the human resource management perspective* marketing and servic