Kimura Internal Marketing

Another Approach to Marketing for Growth
Erscheinungsjahr 2017
ISBN: 978-1-317-22456-3
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 242 Seiten

Reihe: Routledge Frontiers of Business Management

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.

Autoren/Hrsg.

Kimura, Tatsuya

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines

Inhaltsverzeichnis

Introduction

1 Purpose and structure of this book

2 The basic concept of internal marketing

3 Internal marketing and R&D

4 Empirical investigation on the integration of marketing and R&D

5 Internal marketing and sales

6 Internal marketing and human resource management

7 Internal marketing of services

8 Major issues and practical proposals

9 Summary and topics for future research

Über Autor(innen)

Tatsuya Kimura is Professor at the Graduate School of Business and Finance, Waseda University, Japan.