Internal Marketing

Introduction; Section I Internal Marketing Theory -- Chapter 1 What is internal marketing? -- Chapter 2 Models of internal marketing: how internal marketing works -- Chapter 3 The tools of internal marketing -- Chapter 4 Internal marketing and human resource management -- Chapter 5 A framework for empowering employees -- Section II Internal Marketing Applications -- Chapter 6 Total quality management (TQM) and internal marketing -- Chapter 7 Innovation and internal marketing -- Chapter 8 Knowledge management, learning and internal marketing -- Section III Internal Marketing Case Studies -- Case Study 1 Atlantic Richfield Company: using internal marketing to implement change -- Case Study 2 Aydlotte & Cartwright Inc.: reward and recognize your employees -- Case Study 3 Barclays Card Services (BCS): getting employees to live the brand -- Case Study 4 Barnardo's: enhancing corporate identity through internal marketing -- Case Study 5 Boatmen Trust Company: creating success through internal network relationships -- Case Study 6 CSX: appreciating the cost-benefit trade-off for employee change -- Case Study 7 Eastman Chemical Company: implementing TQM through internal market focus -- Chapter 23 7 segmentation -- Case Study 9 GTE Supply: developing and running an internal survey instrument -- Case Study 10 Lutherhan Brotherhood: building skills and competencies through internal marketing -- Case Study 11 Midland Bank: improving customer service through internal marketing -- Case Study 12 Nations Bank: using external marketing as part of the internal marketing programme -- Case Study 13 Norwich Union: improving e?ciency through internal customer management -- Case Study 14 Provena: improving service quality in the healthcare environment -- Case Study 15 St Luke's Hospital: the role of internal marketing in implementing a knowledge-based system -- Case Study 16 Terminix International: using internal marketing to energize the company -- Case Study 17 Thomas Cook: developing internal customer orientation in the purchasing function -- Case Study 18 TMC: structuring the internal marketing process;