Inside-out Marketing: How to Create an Internal Marketing Strategy

Inside-out Marketing: How to Create an Internal Marketing Strategy

by Michael Dunmore (Author)

Synopsis

This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization's overall purpose and success. By offering a balance of both theory and practice, Michael Dunmore shows the reader how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way he shows how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance. Topics covered include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.

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More Information

Format: Hardcover
Pages: 256
Publisher: Kogan Page Ltd
Published: 28 Jun 2002

ISBN 10: 0749436638
ISBN 13: 9780749436636
Book Overview: A guide to internal marketing and the seven components of an internal marketing strategy: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.

Author Bio
Michael Dunmore has worked in general management and marketing roles at director level in both the UK and North America. He has worked within the publishing and design-related sectors and more recently in the marketing of HR services. He is a member of the Marketing Society, the Chartered Institute of Marketing, the Professional Services Marketing Group and the Society of Middlesex University Achievers. He received the Marketor's Award from the Worshipful Company of Marketors in 2001. Michael welcomes receiving comments on this book and can be contacted at: mdunmore@lineone.net.