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Key questions regarding internal marketing Where does it fit within an organization’s marketing plans, or within its strategic plans? Who should do it -- marketing, human resources, public relations? What can organizations learn from each other? What does the diverse literature say? Definitions: Selling the firm to its employees (Grönroos, 1981) The process of attracting, developing, motivating, and retaining qualified employees through job-products that satisfy their needs (Berry & Parasuraman 1991) Building customer orientation among employees by training and motivating both customer contact and support staff to work as a team (Kotler & Armstrong 1991) A process by which employee satisfaction is leveraged to positively impact the bottom line. Satisfied employees strengthen relationships among all critical stakeholders. (Williams, Business & Economic Review, 1997) Definition -- (Joseph 1996) The application of marketing, human resources management, and allied theories, techniques, and principles to motivate, mobilize, co-opt and manage employees at all levels of the organization to continuously improve the way they serve external customers and each other. Effective internal marketing responds to employee needs as it advances the organization’s mission and goals. Customer- and employee-focused It demands an integrative approach Internal customers -- the idea that organizational departments serve each other It encompasses all employees Carlzon’s ‘moments of truth’ shaped by employees by the way they: look act talk interact with each other including facial expression, demeanor and personality
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