Internal Marketing

Internal marketing is a strategic marketing approach that focuses on the internal environment of a company. It involves understanding the customers, employees, and products within a company and using that information to create marketing campaigns and products. The book provides an overview of the principles and practice of internal marketing, as well as examples from around the world.

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. 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