Inside-Out Marketing: How to Create an Internal Marketing Strategy

Inside-Out Marketing: How to Create an Internal Marketing Strategy
Автор
 
Год
 
Страниц
 
200
ISBN
 
0749436638
Издатель
 
McGraw-Hill
Категория
 
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Описание:

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 goalsand 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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