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| Author: | Mitchell, C. |
| Title: | Selling the Brand Inside |
| Journal: | Harvard Business Review
2002 : JAN, VOL. 80:1, p. 99-105 |
| Index terms: | CUSTOMERS COMPANIES BRANDS MANAGEMENT |
| Language: | eng |
| Abstract: | The paper states that though it is necessary to tell the customers what makes your company great, but it is also important for your employees to know it. The author of the paper states that when you think of marketing, chances are your mind goes right to your customers. Then he answers the question how you can persuade more people to buy whatever it is you sell. But there's another "market" that's just as important your employees. The article provides three following principles which can help the one to reach this internal audience. Principle 1 - Choose your moment; Principle 2 - Link internal and external marketing; Principle 3 - Bring the brand alive for employees. |
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