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Internal Marketing: Another Approach to Marketing for Growth

English

By (author): Tatsuya Kimura

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a companys internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.

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Original price €49.99
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A01=Tatsuya KimuraAge Group_UncategorizedAuthor_Tatsuya Kimuraautomatic-updateCategory1=Non-FictionCategory=KCCategory=KJMV2Category=KJMV7Category=KJSCOP=United KingdomDelivery_Pre-orderLanguage_EnglishPA=Temporarily unavailablePrice_€20 to €50PS=Activesoftlaunch

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Product Details
  • Weight: 450g
  • Dimensions: 156 x 234mm
  • Publication Date: 05 Jun 2019
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9780367350659

About Tatsuya Kimura

Tatsuya Kimura is Professor at the Graduate School of Business and Finance Waseda University Japan.

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