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Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management Internal Marketing

Foroudi, Pantea Akbari, Morteza
Innbundet / 2024 / Engelsk

Produktdetaljer

ISBN
9783031629662
Publisert
2024-09-22
Utgiver
Vendor
Springer International Publishing AG
Høyde
254 mm
Bredde
178 mm
Aldersnivå
Upper undergraduate, P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet

Redaktør
Foroudi, Pantea
Akbari, Morteza

Biographical note

Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Morteza Akbari is an Associate professor at the Faculty of Entrepreneurship, University of Tehran. He has published several papers on different aspects of entrepreneurship and technological entrepreneurship and innovation. His research interests are sharing behavior, consumer psychology, food marketing, open innovation, and technological entrepreneurship. His work has been published in various journals including the Journal of Business Research, Journal of Cleaner Production, Journal of Nursing Scholarship, Current Issues in Tourism, European Journal of International Management, European Journal of Innovation Management, Journal of Engineering and Technology Management, British Food Journal, Journal of Business and Industrial Marketing, Innovation, Research in Transportation Business & Management, Transportation Research Record, Journal of Agricultural Science and Technology, Int. J. Business Innovation and Research, Social Responsibility Journal, and Iranian Journal of Management Studies.

 

Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management Internal Marketing

Foroudi, Pantea Akbari, Morteza
Innbundet / 2024 / Engelsk
Foroudi, Pantea Akbari, Morteza
Innbundet / 2024 / Engelsk
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There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides.The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
Les mer
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers;
Les mer
1. Introduction to Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management.- 2. Internal Marketing: Future Research Direction.- 3. How to create an internal marketing strategy: Propose an internal marketing plan.- 4. Implementing an Internal Marketing Strategy:Barriers and Drivers.- 5. Internal marketing and talent management as integral elements of employer branding strategies.- 6. Employer Branding Programmes: Antecedents and Consequences.- 7. Internal Marketing Models.- 8. Internal Marketing tools.- 9. Internal Marketing Mix Operationalization:A review of the literature.- 10. Internal Marketing Analytics: A data-driven HR approach.- 11. Importance of proper leadership style to improve job performance through internal marketing.- 12. Co-Creative Internal Branding.- 13. Internal marketing impact on employee and customer loyalty.- 14. STAKEHOLDERS’ COMMUNICATION: BRANDING.
Les mer
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides. The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
Les mer
This book will explore the multiple stakeholder audiences that internal marketing must address Readers will be able to understand research studies on ‘Internal Marketing The need for a strategic approach to planning and campaign management
Les mer
GPSR Compliance The European Union's (EU) General Product Safety Regulation (GPSR) is a set of rules that requires consumer products to be safe and our obligations to ensure this. If you have any concerns about our products you can contact us on ProductSafety@springernature.com. In case Publisher is established outside the EU, the EU authorized representative is: Springer Nature Customer Service Center GmbH Europaplatz 3 69115 Heidelberg, Germany ProductSafety@springernature.com
Les mer

Relaterte produkter

There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides.The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
Les mer
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers;
Les mer
1. Introduction to Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management.- 2. Internal Marketing: Future Research Direction.- 3. How to create an internal marketing strategy: Propose an internal marketing plan.- 4. Implementing an Internal Marketing Strategy:Barriers and Drivers.- 5. Internal marketing and talent management as integral elements of employer branding strategies.- 6. Employer Branding Programmes: Antecedents and Consequences.- 7. Internal Marketing Models.- 8. Internal Marketing tools.- 9. Internal Marketing Mix Operationalization:A review of the literature.- 10. Internal Marketing Analytics: A data-driven HR approach.- 11. Importance of proper leadership style to improve job performance through internal marketing.- 12. Co-Creative Internal Branding.- 13. Internal marketing impact on employee and customer loyalty.- 14. STAKEHOLDERS’ COMMUNICATION: BRANDING.
Les mer
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides. The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.
Les mer
This book will explore the multiple stakeholder audiences that internal marketing must address Readers will be able to understand research studies on ‘Internal Marketing The need for a strategic approach to planning and campaign management
Les mer
GPSR Compliance The European Union's (EU) General Product Safety Regulation (GPSR) is a set of rules that requires consumer products to be safe and our obligations to ensure this. If you have any concerns about our products you can contact us on ProductSafety@springernature.com. In case Publisher is established outside the EU, the EU authorized representative is: Springer Nature Customer Service Center GmbH Europaplatz 3 69115 Heidelberg, Germany ProductSafety@springernature.com
Les mer

Produktdetaljer

ISBN
9783031629662
Publisert
2024-09-22
Utgiver
Vendor
Springer International Publishing AG
Høyde
254 mm
Bredde
178 mm
Aldersnivå
Upper undergraduate, P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet

Redaktør
Foroudi, Pantea
Akbari, Morteza

Biographical note

Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Morteza Akbari is an Associate professor at the Faculty of Entrepreneurship, University of Tehran. He has published several papers on different aspects of entrepreneurship and technological entrepreneurship and innovation. His research interests are sharing behavior, consumer psychology, food marketing, open innovation, and technological entrepreneurship. His work has been published in various journals including the Journal of Business Research, Journal of Cleaner Production, Journal of Nursing Scholarship, Current Issues in Tourism, European Journal of International Management, European Journal of Innovation Management, Journal of Engineering and Technology Management, British Food Journal, Journal of Business and Industrial Marketing, Innovation, Research in Transportation Business & Management, Transportation Research Record, Journal of Agricultural Science and Technology, Int. J. Business Innovation and Research, Social Responsibility Journal, and Iranian Journal of Management Studies.

 

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