haku: @journal_id 4482 / yhteensä: 46
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| Tekijä: | Stershic, S. F. |
| Otsikko: | Leveraging Your Greatest Weapon |
| Lehti: | Marketing Management
2001 : JUL-AUG, VOL. 10:2, p. 40-43 |
| Asiasana: | GEARING MARKETING COMPANIES ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | The author of the article states that competitors can copy your products and services, but not the relationship between your employees and customers. The greatest threat to this relationship comes from the employees themselves - if they don't feel valued, neither will your customers. To preserve and enhance this critical relationship, marketing efforts need to be applied internally. A proactive internal marketing approach can help ensure marketing success by strengthening employee-customer relations, satisfaction, and loyalty. Through ongoing communications (e.g., staff meetings, customer and/or employee events, training programs, in print, or through the Intranet), companies can proactively reinforce the importance of the employee's role in contributing to customer satisfaction and the bottom line. |
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