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Internal Marketing: Tools and concepts for customer-focused management (Chartered Institute of Marketing (Paperback))
Author(s): Pervaiz K. K. Ahmed (Author), Mohammed Rafiq (Author)
- Publisher: Routledge
- Publication Date: 14 Mar. 2002
- Edition: 1st
- Language: English
- Print length: 320 pages
- ISBN-10: 0750648384
- ISBN-13: 9780750648387
Book Description
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.
Editorial Reviews
Review
This book has a practical focus and is well structured. If you need to know more about internal marketing, or want to know how to make it more effective, then this is the book for you. John Ling – Marketing Business, June 2002
About the Author
Pervaiz K. Ahmed, Mohammed Rafiq
