UID:
almahu_9949386369102882
Format:
1 online resource (viii, 137 pages).
ISBN:
9781003081326
,
1003081320
,
9781000214260
,
1000214265
,
1000214303
,
9781000214222
,
1000214222
,
9781000214307
Series Statement:
Routledge studies in marketing
Content:
"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 dissect 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 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"--
Additional Edition:
Print version: Brown, David Michael, 1950- Internal marketing New York : Routledge, 2021. ISBN 9780367532925
Language:
English
Keywords:
Electronic books.
;
Electronic books.
URL:
https://www.taylorfrancis.com/books/9781003081326
Bookmarklink
