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.<br> <br> The text begins by defining what internal marketing is and how it can work, and from this foundation:<br> <br> * Outlines state-of-the-art thinking and practice<br> * Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management<br> * Highlights the techniques managers need to understand to use IM effectively within their organizations<br> * Contains a range of international and up to the minute examples and cases of best practice from companies around the world<br> <br> Throughout 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.<br> <br>