Internal Marketing Case Study

Register to read the introduction… Internal marketing focuses on ensuring that employees gain not only knowledge but commitment to the desired corporate culture and image. Unsurprisingly, majority of internal marketing activities are aimed at creating messages that “proactively influence employees’ knowledge and understanding of the desired brand image” (Mangold and Miles 424). It is in the context of the need to manage information and knowledge exchange from the organization to its employees that information technology (IT) also attains a significant role. Adetayo, Sanni, and Ilori point out, for instance, IT not only “provides the relevant intelligence to enable the right thing to be done at the right time,” it also enables a company to organize, coordinate, and synchronize otherwise fragmented activities that often occur in globally or regionally dispersed locations …show more content…
O., Sanni, S. A. and Ilori, M. O. “The Impact of Information Technology on Product Marketing: A Case Study of a Multinational Company in Nigeria,” Technovation 19 (1999): 691–699.

Ahmed, Pervaiz and Rafiq. Internal Marketing: Tools and Concepts for Customer-Focused Management. Woburn, M.A.: Butterworth-Heinemann, 2002.

Crocetti, Clara. “Corporate Learning: A Knowledge Management Perspective.” Internet and Higher Education 4 (2002): 271–285.

Mangold, W. Glynn and Miles, Sandra. “The Employee Brand: Is Yours an All-Star?” Business Horizons 50 (2007): 423–433.

Peters, Linda. “Conceptualising Computer-Mediated Communication Technology and Its Use in Organisations.” International Journal of Information Management 26 (2006): 142–152.

Pitt, Leyland and Foreman, Susan. “Internal Marketing Role in Organizations: A Transaction Cost Perspective.” Journal of Business Research 44 (1999): 25–36.

Singh, Mohini. “Customer Value via an Intranet: A Case Application of B2E at HCL Technologies.” International Journal of Information Management 29 (2009): 497–501.

Stone, R. and Good, W. “The Assimilation of Computer-Aided Marketing Activities,” Information & Management 38(2001):

Related Documents