Internal marketing the tools and concepts for change
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 th...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Oxford :
Butterworth-Heinemann
2002.
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| Edición: | 1st edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627907406719 |
Tabla de Contenidos:
- ""Internal Marketing Tools and concepts for customer-focused management""; ""Copyright""; ""Contents""; ""Acknowledgements""; ""Introduction""; ""Section I Internal Marketing Theory""; ""Chapter 1 What is internal marketing?""; ""Chapter 2 Models of internal marketing: how internal marketing works""; ""Chapter 3 The tools of internal marketing""; ""Chapter 4 Internal marketing and human resource management""; ""Chapter 5 A framework for empowering employees""; ""Section II Internal Marketing Applications""; ""Chapter 6 Total quality management (TQM) and internal marketing""
- ""Chapter 7 Innovation and internal marketing""""Chapter 8 Knowledge management, learning and internal marketing""; ""Section III: Internal Marketing Case Studies""; ""Case Study 1 Atlantic Richfield Company: using internal marketing to implement change""; ""Case Study 2 Aydlotte & Cartwright Inc.: reward and recognize your employees""; ""Case Study 3 Barclays Card Services (BCS): getting employees to live the brand""; ""Case Study 4 Barnardo�s: enhancing corporate identity through internal marketing""
- ""Case Study 5 Boatmen Trust Company: creating success through internal network relationships""""Case Study 6 CSX: appreciating the cost�benefit trade-off for employee change""; ""Case Study 7 Eastman Chemical Company: implementing TQM through internal market focus""; ""Case Study 8 First Union: designing and using employee segmentation""; ""Case Study 9 GTE Supply: developing and running an internal survey instrument""; ""Case Study 10 Lutherhan Brotherhood: building skills and competencies through internal marketing""
- ""Case Study 11 Midland Bank: improving customer service through internal marketing""""Case Study 12 Nations Bank: using external marketing as part of the internal marketing programme""; ""Case Study 13 Norwich Union: improving effciency through internal customer management""; ""Case Study 14 Provena: improving service quality in the healthcare environment""; ""Case Study 15 St Luke�s Hospital: the role of internal marketing in implementing a knowledge-based system""; ""Case Study 16 Terminix International: using internal marketing to energize the company""
- ""Case Study 17 Thomas Cook: developing internal customer orientation in the purchasing function""""Case Study 18 TMC: structuring the internal marketing process""; ""Index""
