Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, 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.
| ISBN: | 9780367350659 |
| Publication date: | 5th June 2019 |
| Author: | Tatsuya Kimura |
| Publisher: | Routledge an imprint of Taylor & Francis |
| Format: | Paperback |
| Pagination: | 230 pages |
| Series: | Routledge Frontiers of Business Management |
| Genres: |
Economics Personnel and human resources management Sales and marketing management Sales and marketing |