Internal Marketing: Directions for Management / Edition 1

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Overview

Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:

* the social model of marketing
* the human resource management perspective
* marketing and service management
* quality management
* organizational development
* corporate identity, image and reputation
* corporate communication.

Comprising new theoretical and empirical work, this book also features in depth case studies covering a wide range of sector and industry applications.

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Product Details

  • ISBN-13: 9780415213189
  • Publisher: Taylor & Francis
  • Publication date: 10/28/2000
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 6.20 (w) x 9.20 (h) x 1.00 (d)

Meet the Author

Richard J. Varey teaches and researches the communication issues of the management of marketing relationships, previously at the University of Salford, and now at the University of Waikato, New Zealand. He has published widely on the future of marketing in a sustainable society, relationship marketing, and corporate communication. He is a member of the editorial boards of The Journal of Customer Behaviour, The Journal of Marketing Communications, The Journal of Communication Management, and The Corporate Reputation Review. He was the BIM Young Manager of the Year in 1991.

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Table of Contents

Key Themes include: Human Resource Management, Marketing Orientation, Strategy Implementation, Quality Management, Organizational Development and Change Management, Internal Service Productivity, Innovation, Corporate Image and Reputation, Corporate Integration, Selling Products and Services to Employees, Organizational Communicaton, The Individual Person as the Product or Marketeer.
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