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Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour
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Internal Marketing - Theories, Perspectives, and Stakeholders (Paperback)
Loot Price: R1,427
Discovery Miles 14 270
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Internal Marketing - Theories, Perspectives, and Stakeholders (Paperback)
Series: Routledge Studies in Marketing
Expected to ship within 10 - 15 working days
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This book traces the development of internal marketing from initial
conceptualisation through to the current issues. It identifies both
significant underlying tensions between major theorists and areas
in which new perspectives may enrich our understanding of this
crucial subject. Internal marketing is the use of traditional
strategies by organisations to market themselves to their
employees. Presented in bite-sized sections, each of which dissects
the most important themes and concepts underpinning the subject,
this book explains how subsidiary areas of study have emerged and
suggests how the introduction of concepts and perspectives from
channel management literature can help analyse the dyadic
encounters in which internal marketing takes place. Brown
critically extends the scope of internal marketing theory yet
further by presenting and analysing new interview transcripts to
suggest that internal demarketing - an organisation making itself
less attractive to its employees - may sometimes be undertaken
intentionally. Internationally applicable and highly accessible,
Internal Marketing is perfect for students, teachers, and
researchers with an interest not only in internal marketing, but
also in employer relations, internal branding, employer branding,
and internal communications. It uses clear language and gradually
introduces the reader to more sophisticated theoretical concepts
step by step, with a uniquely focused, critical, and comprehensive
thematic coverage of internal marketing and its extensive
theoretical outputs.
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