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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.
List of contents
1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing
About the author
Exceptional branding, marketing, and customer service has made David Michael Brown's Clip Culture Barbershop one of the most recognizable businesses in the Atlanta market. Through his debut book, Clip Culture Manual, David shares tips, expertise, and necessary practices to elevate aspiring and current entrepreneurs to achieve greater success, increased profits, and expanded networks.
Summary
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.
