عنوان

Internal marketing :

0750648384

9780750648387

b768386

Internal marketing :

[Book]

tools and concepts for customer-focused management /

Pervaiz K. Ahmed and Mohammed Rafiq.

Oxford :

Butterworth-Heinemann,

2002.

x, 299 pages :

illustrations ;

24 cm.

Marketing series

Published in association with The Chartered Institute of Marketing.

Includes bibliographical references and index.

This book "provides a succinct outline of the most recent thinnking and practice in the area, as well as offering an appreciation of the diverse ramifications of sound internal marketing strategy. 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 knowledge management ; highlights the techniques managers need to understand in order to use internal marketing effectively within their organizations. The book contains a wide range of international examples and best practice cases from companies such as Pearl Assurance, Sears, ARCO, Aydlotte & Cartwright Inc., Barclays, Barnado's, First Union and Thomas Cook. These place the theory in a firmly practical context and demonstrate cases of best practice within a variety of industries." - back cover.

Tools and concepts for customer-focused management

Customer relations.

Marketing-- Management, Case studies.

Marketing-- Management.

Organizational effectiveness, Case studies.

Organizational effectiveness.

Relationship marketing.

Customer relations.

Klantgerichtheid.

Marketing-- Management.

Organizational effectiveness.

Relationship marketing.

Ahmed, Pervaiz K.

Rafiq, Mohammed.

Chartered Institute of Marketing.

20201206135932.0

[Book]

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