Internal marketing in a service organization.

DSpace/Manakin Repository

Show simple item record Strydom, Lelani 2008-04-24T12:37:16Z 2008-04-24T12:37:16Z 2008-04-24T12:37:16Z 2004
dc.description.abstract In the new economy customers are becoming more demanding, therefore organizations should embrace services as excellent opportunities to differentiate themselves from their competitors. Internal marketing is a tool that service organizations can utilize to ensure that they build a sustainable competitive advantage in the marketplace. Organizations who successfully want to improve and implement internal marketing need to identify employees’ perceptions and expectations on the concepts of services, organizational capital, and communication within the organization. The internal marketing challenge is not an easy one. It is an ongoing process through which organizations have to change operational procedures and convince management and employees to alter their behaviour and beliefs. Organizations which succeed internally will excel externally. en
dc.description.sponsorship Prof. C.J. Jooste en
dc.language.iso en en
dc.subject service industries marketing en
dc.subject service industries customer services en
dc.subject marketing management en
dc.subject intellectual capital en
dc.subject human capital en
dc.title Internal marketing in a service organization. en
dc.type Thesis en

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search UJDigispace

Advanced Search


My Account