Foroudi / Akbari Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management

Internal Marketing
Erscheinungsjahr 2024
ISBN: 978-3-031-62967-9
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 261 Seiten, eBook

Reihe: University of Tehran Science and Humanities Series

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.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Foroudi, Pantea

Akbari, Morteza

Inhaltsverzeichnis

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.

Über Autor(innen)

Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Morteza Akbari is an Associate professor at the Faculty of Entrepreneurship, University of Tehran. He has published several papers on different aspects of entrepreneurship and technological entrepreneurship and innovation. His research interests are sharing behavior, consumer psychology, food marketing, open innovation, and technological entrepreneurship. His work has been published in various journals including