search query: @author Serraf, G. / total: 13
reference: 4 / 13
| Author: | Serraf, G. |
| Title: | La methodologie marketing appliquee aux problemes internes de l'entreprise. (!Internal marketing) |
| Journal: | Revue Francaise du Marketing
1988 : NOV-DEC, 120, p. 21-39 |
| Index terms: | MARKETING CONCEPT MARKETING MIX PERSONNEL MANAGEMENT PARTICIPATORY MANAGEMENT ORGANIZATIONAL CHANGE |
| Language: | fre |
| Abstract: | A general framework is developed as an aid for using marketing concepts and methods in initiating and performing organizational changes. Organizational problem situations are interpreted in terms of a product innovation process, where the success of innovative efforts are measured by the market acceptance. The internal environment of the company is characterized as a market. A model of the organizational dynamics is presented. An internal marketing mix is elaborated. Products, prices, selling conditions, distribution channels, communication media are appropriately determined. It is shown how the methods of project management, developed for the purposes of product innovation, can be applied to the processes of organizational change. |
SCIMA