Inside-Out Marketing: How to Create an Internal Marketing Strategy
Kogan Page Business Books | ISBN 0749436638 | 2003-07 | PDF | 256 pages | 0.75 Mb
Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization's overall purpose and success. This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). With a balance of both theory and practice, Michael Dunmore shows how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. He demonstrates how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance.
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