Internal Marketing

Pervaiz K. Ahmed, Mohammed Rafiq

• Publisher: Routledge
• Year: 2013
• eBook ISBN: 9781136394577
• Topic: Business
• Subtopic: Business General
• Index: Business

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.

Index

• 3M 157
• 4Ps 27–8, 54
• 7Ps 28–36, 54

• Abbott Mead Vickers BBDO 32
• Accountability 203
• Action 37–8, 40–4
• Advertising 31–4, 261
• Ahmed, P. K. 9, 10
• Analytical knowledge management 178, 179
• Anthony, M. T. 142
• Appelbaum, S. H. 195
• Appraisals 66, 240–1, 242
• Arbeit, S. F. 4–5
• ARCO see Atlantic Richfield Company
• Asda 33
• Asset management KM 178, 179–80
• Assurance 79–80
• AT&T 92
• Atkinson, P. E. 121–2
• Atlantic Richfield Company (ARCO) 215–21
• Attitudes 36, 38, 66–7, 121, 175, 176
  • empowerment 72–3
  • Thomas Cook 276–7
• Australia Mutual Provident (AMP) 47, 48
• Authorizing 183, 185, 186
• Aydlotte & Cartwright Inc. 222–3
• Aydlotte, Bill 222–3

• B & Q 167–8
• Bailey, C. 186–7, 189, 190
• Balanced scorecard 197
• Ballantyne, D. 181, 182, 183–4, 185–6
• Banner McBride 226
• Barclays Card Services (BCS) 224–5
• Barnardo's 226–7
• Bash, Ruth 256
• BCS see Barclays Card Services
• Beliefs 175, 176
• Bell Helicopter Textron 107
• Benchmarking 93, 101, 105, 180
  • customer satisfaction 268
  • GTE Supply 25...

Table of contents

• Cover Page
• Half Title Page
• Series Page
• Title Page
• Copyright Page
• Contents
• Acknowledgements
• Introduction
• Section I Internal Marketing Theory
• Section II Internal Marketing Applications
• Section III Internal Marketing Case Studies
• Index