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| Author: | Harrell, G. D. Fors, M. F. |
| Title: | Internal marketing of a service (Stabsabteilung) |
| Journal: | Industrial Marketing Management
1992 : NOV, VOL. 21:4, p. 299-306 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Industrial marketing is generally viewed from the point of firms marketing to other firms. Yet organizations devote extensive resources to situations where managers market their capabilities to other units within the same firm. A case study is presented to stress internal marketing concepts that managers and staff professionals should use to strengthen their internal contribution to company objectives. The case has implications for managers who deal with internal marketing problems of inhouse services such as information systems, market research, data processing, education and training, and other functions. |
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