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Internal Marketing: Another Approach to Marketing for Growth

by Tatsuya Kimura
Save 35% Save 35%
Current price ₹12,867.00
Original price ₹19,794.00
Original price ₹19,794.00
Original price ₹19,794.00
(-35%)
₹12,867.00
Current price ₹12,867.00

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Book cover type: Hardcover
  • ISBN13: 9781138651104
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 242
  • Original Price: GBP 155.0
  • Language: English
  • Edition: N/A
  • Item Weight: 498 grams
  • BISAC Subject(s): Marketing / General

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.

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

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