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| Tekijä: | Vasconcelos, A. F. |
| Otsikko: | Broadening even more the internal marketing concept |
| Lehti: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1246-1264 |
| Asiasana: | employees internal marketing job satisfaction motivation market research |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the paper is to propose the broadening of internal marketing concept (hereafter as: IMC) role through incorporation of happiness in the workplace (hereafter as: HWP) construct and provide a theoretical foundation and conceptual framework explaining how goals related to HWP could be achieved. A conceptual approach is outlined in the study. According to the study, organizations really committed with their workforce' happiness can enjoy the IMC strengths. |
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