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>