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| Author: | Hogg, G. Carter, S. Dunne, A. |
| Title: | Investing in people: internal marketing and corporate culture |
| Journal: | Journal of Marketing Management
1998 : NOV, VOL. 14:8, p. 879-896 |
| Index terms: | MARKETING MANAGEMENT INVESTMENT CULTURE |
| Language: | eng |
| Abstract: | The purpose of this paper is to explore the role of internal marketing in influencing corporate culture. The need for organizations to focus on human resources towards developing a marketing orientation is well recognized. The tactics for achieving this objective, however, have yet to proven. This paper reports on the use of the Investors In People (IIP) initiative as a framework for internal marketing in changing the prevailing culture of an organization. |
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