04703nam a22006255i 4500 978-3-031-62967-9 DE-He213 20260319152502.0 cr nn 008mamaa 240922s2024 sz | s |||| 0|eng d 9783031629679 978-3-031-62967-9 10.1007/978-3-031-62967-9 doi HF5410-5417.5 KJS bicssc BUS043000 bisacsh KJS thema Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management [electronic resource] : Internal Marketing / edited by Pantea Foroudi, Morteza Akbari. 1st ed. 2024. Cham : Springer International Publishing : Imprint: Springer, 2024. VIII, 261 p. 34 illus., 18 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda University of Tehran Science and Humanities Series, 2367-1106 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. 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. Marketing. 521 branding marketing 58950 Customer relations Management. 68690 Communication in organizations. 60034 Personnel management. 57459 Management. 324 Marketing. 521 Branding. 64224 Customer Relationship Management. 68691 Corporate Communication. 70634 Human Resource Management. 66590 Management. 324 Foroudi, Pantea. editor. edt http://id.loc.gov/vocabulary/relators/edt 58309 Akbari, Morteza. editor. edt http://id.loc.gov/vocabulary/relators/edt 84833 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031629662 Printed edition: 9783031629686 Printed edition: 9783031629693 University of Tehran Science and Humanities Series, 2367-1106 84834 https://doi.org/10.1007/978-3-031-62967-9 ZDB-2-BUM ZDB-2-SXBM 63628 63628