This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). 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. By offering a balance of both theory and practice, Michael Dunmore shows the reader how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way he shows 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. Topics covered include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.
- ISBN10 6610435014
- ISBN13 9786610435012
- Publish Date 28 June 2002 (first published 1 January 2002)
- Publish Status Active
- Out of Print 26 October 2011
- Publish Country US
- Imprint Kogan Page
- Format eBook
- Language English