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Internal marketing = issues and perspectives for internal customer-centric management : internal marketing /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Internal marketing/ edited by Pantea Foroudi, Morteza Akbari.
其他題名:	issues and perspectives for internal customer-centric management : internal marketing /
其他作者:	Foroudi, Pantea.
出版者:	Cham :Springer International Publishing : : 2024.,
面頁冊數:	viii, 261 p. :ill. (some col.), digital ; : 24 cm.;
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-031-62967-9
ISBN:	9783031629679

Internal marketing = issues and perspectives for internal customer-centric management : internal marketing /
Internal marketingissues and perspectives for internal customer-centric management : internal marketing /[electronic resource] :edited by Pantea Foroudi, Morteza Akbari. - Cham :Springer International Publishing :2024. - viii, 261 p. :ill. (some col.), digital ;24 cm. - University of Tehran Science and Humanities series,2367-1106. - University of Tehran Science and Humanities series..

1. Introduction to Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management -- 2. Internal Marketing: Future Research Direction -- 3. How to create an internal marketing strategy: Propose an internal marketing plan -- 4. Implementing an Internal Marketing Strategy:Barriers and Drivers -- 5. Internal marketing and talent management as integral elements of employer branding strategies -- 6. Employer Branding Programmes: Antecedents and Consequences -- 7. Internal Marketing Models -- 8. Internal Marketing tools -- 9. Internal Marketing Mix Operationalization:A review of the literature -- 10. Internal Marketing Analytics: A data-driven HR approach -- 11. Importance of proper leadership style to improve job performance through internal marketing -- 12. Co-Creative Internal Branding -- 13. Internal marketing impact on employee and customer loyalty -- 14. STAKEHOLDERS' COMMUNICATION: BRANDING.

There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides. The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.

ISBN: 9783031629679

Standard No.: 10.1007/978-3-031-62967-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5415

Dewey Class. No.: 658.8

Internal marketing = issues and perspectives for internal customer-centric management : internal marketing /
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520 $a There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides. The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
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