This book traces the development of internal marketing from initial
conceptualisation through to the current issues. It identifies both
significant underlying tensions between major theorists and areas in
which new perspectives may enrich our understanding of this crucial
subject.
Internal marketing is the use of traditional strategies by organisations
to market themselves to their employees. Presented in bite-sized
sections, each of which dissects the most important themes and concepts
underpinning the subject, this book explains how subsidiary areas of
study have emerged and suggests how the introduction of concepts and
perspectives from channel management literature can help analyse the
dyadic encounters in which internal marketing takes place. Brown
critically extends the scope of internal marketing theory yet further by
presenting and analysing new interview transcripts to suggest that
internal demarketing - an organisation making itself less attractive to
its employees - may sometimes be undertaken intentionally.
Internationally applicable and highly accessible, Internal Marketing
is perfect for students, teachers, and researchers with an interest not
only in internal marketing, but also in employer relations, internal
branding, employer branding, and internal communications. It uses clear
language and gradually introduces the reader to more sophisticated
theoretical concepts step by step, with a uniquely focused, critical,
and comprehensive thematic coverage of internal marketing and its
extensive theoretical outputs.
