Internal marketing in a service organization.
- Authors: Strydom, Lelani
- Date: 2008-04-24T12:37:16Z
- Subjects: service industries marketing , service industries customer services , marketing management , intellectual capital , human capital
- Type: Thesis
- Identifier: uj:6736 , http://hdl.handle.net/10210/313
- Description: In the new economy customers are becoming more demanding, therefore organizations should embrace services as excellent opportunities to differentiate themselves from their competitors. Internal marketing is a tool that service organizations can utilize to ensure that they build a sustainable competitive advantage in the marketplace. Organizations who successfully want to improve and implement internal marketing need to identify employees’ perceptions and expectations on the concepts of services, organizational capital, and communication within the organization. The internal marketing challenge is not an easy one. It is an ongoing process through which organizations have to change operational procedures and convince management and employees to alter their behaviour and beliefs. Organizations which succeed internally will excel externally. , Prof. C.J. Jooste
- Full Text:
- Authors: Strydom, Lelani
- Date: 2008-04-24T12:37:16Z
- Subjects: service industries marketing , service industries customer services , marketing management , intellectual capital , human capital
- Type: Thesis
- Identifier: uj:6736 , http://hdl.handle.net/10210/313
- Description: In the new economy customers are becoming more demanding, therefore organizations should embrace services as excellent opportunities to differentiate themselves from their competitors. Internal marketing is a tool that service organizations can utilize to ensure that they build a sustainable competitive advantage in the marketplace. Organizations who successfully want to improve and implement internal marketing need to identify employees’ perceptions and expectations on the concepts of services, organizational capital, and communication within the organization. The internal marketing challenge is not an easy one. It is an ongoing process through which organizations have to change operational procedures and convince management and employees to alter their behaviour and beliefs. Organizations which succeed internally will excel externally. , Prof. C.J. Jooste
- Full Text:
Intellectual capital and marketing strategy intersect for increased sustainable competitive advantage.
- Authors: Van Zyl, Charlene Rowena
- Date: 2008-05-06T10:12:14Z
- Subjects: strategic planning , intellectual capital , marketing management , competition
- Type: Thesis
- Identifier: uj:6868 , http://hdl.handle.net/10210/329
- Description: Prof. H.E.C. de Bruyn
- Full Text:
- Authors: Van Zyl, Charlene Rowena
- Date: 2008-05-06T10:12:14Z
- Subjects: strategic planning , intellectual capital , marketing management , competition
- Type: Thesis
- Identifier: uj:6868 , http://hdl.handle.net/10210/329
- Description: Prof. H.E.C. de Bruyn
- Full Text:
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