The role of internal marketing in building corporate reputation in South African retail banking, particularly ABSA

Jacob Elias Mokgoatlheng

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The role of internal marketing in building corporate reputation in South African retail banking, particularly ABSA

Thesis

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The role of internal marketing in building corporate reputation in South African retail banking, particularly ABSA

Jacob Elias Mokgoatlheng

MCom, University of Johannesburg

05/06/2012

Handle:

https://hdl.handle.net/10210/4916

Abstract

Banks and banking

Corporate image

Communication in organizations

ABSA Bank

Reputation

M.Comm. Many authors perceive corporate reputation as one of the important intangibles for organisations. It is therefore important that organisations manage corporate reputation effectively. There are several ways by which organisations can build and maintain corporate reputation. One such way is through using internal marketing. This study intends to explore the research problem that is presented in the form of a question. What is the role that internal marketing can play to help Absa as a retail bank in South Africa build its corporate reputation?

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Title: The role of internal marketing in building corporate reputation in South African retail banking, particularly ABSA
Creators - without role: Jacob Elias Mokgoatlheng
Awarding Institution: University of Johannesburg; MCom
Theses and Dissertations: MCom, University of Johannesburg
Identifiers: 9911168207691
Academic Unit: University of Johannesburg; Department of Business Management
Resource Type: Thesis