Internal Marketing

<p>A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice.<br><br> The text begins by defining what internal marketing is and how it can work, and from this foundation:<br><br>* Outlines state-of-the-art thinking and practice<br>* Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management<br>* Highlights the techniques managers need to understand to use IM effectively within their organizations<br>* Contains a range of international and up to the minute examples and cases of best practice from companies around the world<br><br>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.</p> <p>Section I: Internal marketing theory - What is internal marketing?; Models of internal marketing: how internal marketing works; The tools of internal marketing; Internal marketing and human resource management; A framework for empowering employees; Section II: Internal marketing applications - Total quality management (TQM) and internal marketing; Innovation and internal marketing; Knowledge management, learning and internal marketing; Section III: Internal marketing case studies: Atlantic Richfield Company; Aydlotte & Cartwright inc.; Barclay card services (BCS); Barnardos; Boatman Trust Company; CSX; Eastman Chemical Company; First Union; GTE Supply; Lutheran Brotherhood; Midland Bank; Nations Bank; Norwich Union; Provena; St Luke's Hospital; Terminix International; Thomas Cook; Thomas and Mack Centre (TMC).</p>