Author Description

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice..The text begins by defining what internal marketing is and how it can work, and from this foundation:Outlines state-of-the-art thinking and practiceDemonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change ManagementHighlights the techniques managers need to understand to use IM effectively within their organizationsContains a range of international and up to the minute examples and cases of best practice from companies around the worldThroughout the book the emphasis is on understanding the principles that have made internal marketing such a potent force within leading corporations. This is combined with a pragmatic assessment of the many challenges involved in making it a reality within an organization.