Internal Marketing: Another Approach to Marketing for Growth (Routledge Frontiers of Business Management)

Price: ₹2,793.00
(as of Sep 08, 2023 07:25:09 UTC – Details)

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.

ASIN ‏ : ‎ 1138651109
Publisher ‏ : ‎ Routledge; 1st edition (7 April 2017)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 242 pages
ISBN-10 ‏ : ‎ 9781138651104
ISBN-13 ‏ : ‎ 978-1138651104
Item Weight ‏ : ‎ 453 g
Dimensions ‏ : ‎ 16.51 x 1.27 x 24.13 cm
Country of Origin ‏ : ‎ United Kingdom