| Document Type
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BL
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| Record Number
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1014016
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| Doc. No
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b768386
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| Main Entry
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Ahmed, Pervaiz K.
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| Title & Author
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Internal marketing : : tools and concepts for customer-focused management /\ Pervaiz K. Ahmed and Mohammed Rafiq.
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| Publication Statement
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Oxford :: Butterworth-Heinemann,, 2002.
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| Series Statement
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Marketing series
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| Page. NO
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x, 299 pages :: illustrations ;; 24 cm.
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| ISBN
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0750648384
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: 9780750648387
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| Notes
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Published in association with The Chartered Institute of Marketing.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Abstract
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This book "provides a succinct outline of the most recent thinnking and practice in the area, as well as offering an appreciation of the diverse ramifications of sound internal marketing strategy. 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 practice ; demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, new product development and knowledge management ; highlights the techniques managers need to understand in order to use internal marketing effectively within their organizations. The book contains a wide range of international examples and best practice cases from companies such as Pearl Assurance, Sears, ARCO, Aydlotte & Cartwright Inc., Barclays, Barnado's, First Union and Thomas Cook. These place the theory in a firmly practical context and demonstrate cases of best practice within a variety of industries." - back cover.
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| Subject
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Customer relations.
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| Subject
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Marketing-- Management, Case studies.
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Marketing-- Management.
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Organizational effectiveness, Case studies.
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| Subject
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Organizational effectiveness.
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| Subject
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Relationship marketing.
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| Subject
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Customer relations.
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| Subject
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Marketing-- Management.
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| Subject
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Organizational effectiveness.
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| Subject
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Relationship marketing.
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| Subject
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Klantgerichtheid.
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| Dewey Classification
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658.802
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| LC Classification
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HF5415.13.A35 2002
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| NLM classification
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85.40bcl
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85.40.bcl
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| Added Entry
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Rafiq, Mohammed.
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| Added Entry
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Chartered Institute of Marketing.
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| Parallel Title
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Tools and concepts for customer-focused management
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