Internal Marketing: Theories, Perspectives, and Stakeholders

ISBN-13: 9780367532970 / Angielski / Miękka / 2022 / 146 str.

David M. Brown

Opis

This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subject.

Spis treści

1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing