000 04703nam a22006255i 4500
001 978-3-031-62967-9
003 DE-He213
005 20260319152502.0
007 cr nn 008mamaa
008 240922s2024 sz | s |||| 0|eng d
020 _a9783031629679
_9978-3-031-62967-9
024 7 _a10.1007/978-3-031-62967-9
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJS
_2thema
245 1 0 _aInternal Marketing: Issues and Perspectives for Internal Customer-Centric Management
_h[electronic resource] :
_bInternal Marketing /
_cedited by Pantea Foroudi, Morteza Akbari.
250 _a1st ed. 2024.
264 1 _aCham :
_bSpringer International Publishing :
_bImprint: Springer,
_c2024.
300 _aVIII, 261 p. 34 illus., 18 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aUniversity of Tehran Science and Humanities Series,
_x2367-1106
505 0 _a1. 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.
520 _aThere 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.
650 0 _aMarketing.
_9521
650 0 _abranding
_xmarketing
_958950
650 0 _aCustomer relations
_xManagement.
_968690
650 0 _aCommunication in organizations.
_960034
650 0 _aPersonnel management.
_957459
650 0 _aManagement.
_9324
650 1 4 _aMarketing.
_9521
650 2 4 _aBranding.
_964224
650 2 4 _aCustomer Relationship Management.
_968691
650 2 4 _aCorporate Communication.
_970634
650 2 4 _aHuman Resource Management.
_966590
650 2 4 _aManagement.
_9324
700 1 _aForoudi, Pantea.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_958309
700 1 _aAkbari, Morteza.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_984833
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783031629662
776 0 8 _iPrinted edition:
_z9783031629686
776 0 8 _iPrinted edition:
_z9783031629693
830 0 _aUniversity of Tehran Science and Humanities Series,
_x2367-1106
_984834
856 4 0 _uhttps://doi.org/10.1007/978-3-031-62967-9
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
999 _c63628
_d63628