Internal Marketing - Another Approach to Marketing for Growth

List of contents

Introduction
1 Purpose and structure of this book
2 The basic concept of internal marketing
3 Internal marketing and R&D
4 Empirical investigation on the integration of marketing and R&D
5 Internal marketing and sales
6 Internal marketing and human resource management
7 Internal marketing of services
8 Major issues and practical proposals
9 Summary and topics for future research

About the author

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

Summary

Internal Marketing 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. This book aims to put forward a guiding principle for business practices by considering such questions from a multilateral perspective.

Product details

• Authors: Tatsuya Kimura, Tatsuya (Waseda University Kimura, Kimura Tatsuya
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 31.07.2019
• EAN: 9780367350659
• ISBN: 978-0-367-35065-9
• No. of pages: 230
• Series: Routledge Frontiers of Business Management
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, Economics, Business and Management, Sales & marketing management, Sales & marketing, Personnel & human resources management, Sales and marketing, Personnel and human resources management, Sales and marketing management