Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include: * the social model of marketing* the human resource management perspective* marketing and service management* quality management* organizational development* corporate identity, image and reputation* corporate communication. Comprising new theoretical and empirical work, this book also features in depth case studies covering a wide range of sector and industry applications.
Author(s): Richard Varey, Barbara Lewis
Edition: 1
Year: 2000
Language: English
Pages: 336
Book Cover......Page 1
Title......Page 4
Contents......Page 5
List of illustrations......Page 9
Notes on contributors......Page 11
Preface......Page 16
Acknowledgements......Page 19
Context......Page 20
From hierarchy to enterprise: internal markets are the foundation for a knowledge economy WILLIAM E. HALAL......Page 22
Structure......Page 44
Internal marketing in the light of relationship marketing and network organizations EVERT GUMMESSON......Page 46
The strengths and weaknesses of internal marketing DAVID BALLANTYNE......Page 62
Management/competency......Page 80
Effectiveness implies leaving myths aside JEAN-PAUL FLIPO......Page 82
Managerial interactions of internal marketing AUDREY GILMORE......Page 94
Internal marketing in small manufacturing firms: extending the concept to encompass organisational learning IAN CHASTON......Page 112
Employee attitudes and responses to internal marketing GILLIAN HOGG SARA CARTER......Page 128
Get close to the internal customer or keep your distance? SUSAN K. FOREMAN......Page 144
Communication and service delivery......Page 158
Minimizing internal communication gaps by using Business Television BERND STAUSS FRANK HOFFMANN......Page 160
The business value of buy-in: how staff understanding and commitment impact on brand and business performance KEVIN THOMSON LORRIE A. HECKER......Page 179
Services marketing starts from within LEONARD L. BERRY A. PARASURAMAN......Page 192
Internal marketing: a relationships and value-creation view PETER A. DUNNE JAMES G. BARNES......Page 211
Developments......Page 240
A meta-model of internal marketing MOHAMMED RAFIQ PERVAIZ K. AHMED......Page 242
Internal relationship management: broadening the scope of internal marketing PAIVI VOIMA......Page 257
Internal marketing: a step too far PETER MUDIE......Page 273
A broader conception of internal marketing: a social constructionist perspective RICHARD J. VAREY......Page 300
Conclusion......Page 310
End-view: directions for management RICHARD J. VAREY BARBARA R. LEWIS......Page 312
Index......Page 321
