Human Resource Management and Internal Marketing

Cover
Half Title
Series
Title
Copyright
Contents
List of Figures
List of Tables
List of Boxes
Acknowledgments
Acronym
Preface
1 Introduction
	Introduction
	Internal Marketing
	Definition of Internal Marketing
	Evolution of Internal Marketing
	Concept of Internal Marketing
	Aim of Internal Marketing
	Objectives of Internal Marketing
	Internal Customers
	Internal Customer Service
	Categorization of Internal Customers
	Internal Marketing and Human Resource Management
	Process of Human Resource Stages
	Conclusion
2 Thoughts on Internal Marketing
	Introduction
	Thoughts of Internal Marketing
	Principles of Internal Marketing
	Conclusion
3 Internal Marketing Dimensions
	Introduction
	Studies on Internal Marketing Dimensions
	Internal Marketing Dimensions
	Dimension of Internal Marketing Related to Human Resources
	Studies on Internal Marketing Dimensions
	Conclusion
4 Significance of Internal Marketing in the 21st Century
	Introduction
	Significance of Internal Marketing
	Case Studies on Internal Marketing
	Internal Service Quality Study (Case Study of Hotel Soaltee Crowne Plaza (SCP), one of the 5-Star Deluxe Hotels in Nepal)
	Case Study on Employee Empowerment in HDFC Bank
	Inside-Out Approach
	Implementing Brand Voice
	Meaning of Brand Voice
	Conclusion
5 Implementation Strategy
	Introduction
	Meaning of Internal Marketing Process
	Internal Marketing Implementation
	Phases of Internal Marketing Implementation
	Process of Internal Marketing by Dr. K.S. Jaiswal et al.
	Case Studies on Internal Marketing Implementation
	Building and Sustaining Strong Corporate Brand Through Internal Marketing: Case Study of UNISON, Britain’s Biggest Trade Union
	Conclusion
6 Models of Internal Marketing
	Introduction
	Internal Marketing Models
	Internal Marketing Approach
	Empirical Studies on Internal Marketing Models
	The Model Proposed for Internal Marketing
	Adaptation to Work
	External Communication
	Market Research
	Conclusion
7 Internal Marketing, Human Resource Management, and Technology
	Introduction
	Evolution of Human Resource Management
	Modern Human Resource Management
	Human Resource Management and Internal Marketing
	Technology Reformed Internal Marketing and Human Resource Management
	Wearables
	Self-Charging Phones and Wireless Electricity
	Conclusion
8 Service Journey of Internal Marketing
	Introduction
	Internal Marketing and Service Organizations
	Internal Marketing as Organizational Coaching
	Internal Marketing Works as a Strategy
	Internal Marketing Is to Create Awareness and Development
	Internal Marketing Is an Innovative Phenomenon
	Three Groups of Internal Marketing Components
	Positive Internal Relationships Make an Impact on Employees’ Work Experience
	Work–Life Balance
	Modern Mix of Marketing Components
	Internal Performance Management
	Corporate Social Responsibility Initiatives
	Relationship Marketing Theory and Social Exchange Theory
	Job Design
	Career and Development Plans
	Internal Market-Oriented Culture
	Team Performance
	Quality Management Systems
	Conclusion
9 Mechanism of Internal Marketing
	Introduction
	Role of Internal Marketing on Organizational Performance
	Employee Retention Is a Big Concern in Today’s Businesses
	Role of Internal Marketing in Branding
	Role of Internal Marketing in Service Delivery
	Internal Marketing and Market Orientation
	Conclusion
10 Reorientation of Total Quality Management
	Introduction
	Selection
	Similarities Between Internal Marketing and Total Quality Management
	Differentiation Between Internal Marketing and Total Quality Management
	Conclusion
11 Internal Marketing and Market Orientation
	Introduction
	Internal Market and Market Orientation
	Future Trends of Market Orientation
	Market Orientation
	Internal Customer Orientation
	Dimensions of Internal Market Orientation
	Dimensions of Internal Customer Orientation
	Recent Studies on Internal Market Orientation
	Proactive Competitor Orientation
	Technology Orientation
	Responsive Competitor Orientation
	Learning Orientation
	Conclusion
12 Internal Marketing and Service Quality
	Introduction
	Internal Marketing and Service Quality
	Internal Marketing and Service Quality
	Internal Service Quality
	Approaches with Internal Service Quality
	Dimensions of Internal Service Quality
	Measurement of Internal Service Quality
	INTSERVQUAL Scale
	Market Orientation and Service Quality
	Conclusion
13 Internal Marketing and Commitment
	Introduction
	Organizational Commitment
	Types of Commitment
	Internal Marketing Practices and Commitment
	Relationship Between Internal Marketing and Commitment
	Internal Marketing and Job Satisfaction
	How Are Internal Marketing and Commitment Related?
	Conclusion
14 Thoughts on Internal Marketing
	Introduction
	Trends of Internal Marketing
	Best Internal Marketing Practices
	Case Studies on Internal Marketing Practices in Various Sectors
	Future of Internal Marketing Practice
	Pfizer
	Asia Pacific Brewery
	Conclusion
Author’s Short Biography
Index