Inside-Out Marketing

An internal marketing strategy (IMS) is an effort to overcome resistance to change from within an organization and to align, motivate and integrate employees towards the effective implementation of corporate and functional strategies. In other words, internal marketing is largely about the things people do within an organization that contribute to the achievement of its overall purpose and success. Inside-Out Marketing provides a unique balance of both theory and practice and shows how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. In this way, Michael Dunmore demonstrates how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance. Based around the unique seven components of an internal marketing strategy\', the contents include: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; integrating internal, interactive and external marketing. Supported by up-to-date case studies and the latest research, this thoroughly practical guide will prove invaluable to anyone looking for an integrated approach to implementing an internal marking strategy.