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Author Topic: UL Internal marketing issues and challenges  (Read 2805 times)

skyhew

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UL [SHARE] Internal marketing issues and challenges
« on: October 08, 2008, 03:15 AM »
Internal marketing issues and challenges
Pervaiz K. Ahmed
Wolverhampton Business School, Wolverhampton University,
Telford, UK, and
Mohammed Rafiq
Business School, Loughborough University, Loughborough, UK



Keywords:
Internal marketing, Issues, Internal communications, Marketing competences, Relationship marketing

Quote
Abstract:
This commentary discusses the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy. Issues addressed include: the link between employee satisfaction and organisational performance; the need for research on how inter-functional co-ordination can be achieved for the effective implementation of marketing strategies; the need for relationship marketing perspective in internal marketing; the need for research in internal communication strategies; and the role of internal marketing for developing organisational competences.
 

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