Inside-out Marketing: How to Create an Internal Marketing Strategy - Hardcover

Dunmore, Michael

Hardcover

ISBN 10: 0749436638 ISBN 13: 9780749436636

Publisher: Kogan Page, 2002

Synopsis

This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization's overall purpose and success. By offering a balance of both theory and practice, Michael Dunmore shows the reader how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way he shows how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance. Topics covered include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing.

About this title

About the Author

Michael Dunmore has worked in general management and marketing roles at director level in both the UK and North America. He has worked within the publishing and design-related sectors and more recently in the marketing of HR services.

He is a member of the Marketing Society, the Chartered Institute of Marketing, the Professional Services Marketing Group and the Society of Middlesex University Achievers. He received the Marketor's Award from the Worshipful Company of Marketors in 2001. Michael welcomes receiving comments on this book and can be contacted at: mdunmore@lineone.net.

Excerpt. © Reprinted by permission. All rights reserved.

Introduction

Chapter 1 Vision, mission, values, positioning and personality

Aims; The purpose of this book; The structure of this book; Exploring internal marketing; A theoretical background to IMS; Key learning points; sources; References

Chapter 2 Corporate strategy

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Chapter 3 Processes, service standards and measures

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Chapter 4 Knowledge management

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Chapter 5 Internal communication

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Chapter 6 HR strategy

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Chapter 7 Integrating internal, interactive and external marketing

Aims; Introduction; Theories, models and perspectives; Key learning points; Sources; References

Edition details

• Publisher: Kogan Page
• Publication date: 2002
• Language: English
• ISBN 10: 0749436638
• ISBN 13: 9780749436636
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256