haku: @author Stauss, B. / yhteensä: 17
viite: 12 / 17
| Tekijä: | Stauss, B. Schulze, H. S. |
| Otsikko: | Internes Marketing |
| Lehti: | Marketing
1990 : VOL. 12:3, p. 149-158 |
| Asiasana: | SOCIAL MARKETING PERSONNEL MANAGEMENT |
| Kieli: | ger |
| Tiivistelmä: | Internal marketing is the communication with, motivation of not the firm's customers but of its own personnel. It has validity first of all in service firms where proper information and motivation of personnel is of prime importance. The tools of internal marketing such as internal training, interactive communication, personnel policy, internal market research and market segmentation are well known. What is new is their subsumption under a unifying concept. |
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