Internal marketing in a service organization.

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dc.contributor.author Strydom, Lelani
dc.date.accessioned 2008-04-24T12:37:16Z
dc.date.available 2008-04-24T12:37:16Z
dc.date.issued 2008-04-24T12:37:16Z
dc.date.submitted 2004
dc.identifier.uri http://hdl.handle.net/10210/313
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

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