haku: @journal_id 1343 / yhteensä: 429
viite: 280 / 429
| Tekijä: | Pitt, L. F. Foreman, S. K. |
| Otsikko: | Internal marketing role in organizations: A transaction cost perspective |
| Lehti: | Journal of Business Research
1999 : JAN, VOL. 44:1, p. 25-36 |
| Asiasana: | Internal marketing Roles Organizations Transaction costs |
| Kieli: | eng |
| Tiivistelmä: | Internal marketing has been subjected to considerable amount of discussion, yet it is an area of marketing in need of more extensive research. This conceptual study investigates internal marketing from the perspective of transaction costs. Initially, it examines the origins of internal marketing in different disciplines. Secondly, it examines the numerous perspectives of internal marketing and its application in different organizations. From this basis, it is proposed that a transaction cost approach can address the fundamental questions that have not been considered thoroughly in the past, namely: (i). What are the principles forming foundations for internal marketing ? (ii). Does internal marketing belong in all organizations ? (iii). Is internal marketing merely synonymous with good human resource management or should the organization pursue internal marketing in conjunction with external marketing activities ? |
SCIMA