Internal marketing: focus on practice

Autor:	Uchenna Paschal Anosike, Pervaiz K. Ahmed
Rok vydání:	2009
Předmět:	business.industry Strategy and Management Public relations Marketing mix Marketing science Focus (linguistics) Marketing management Human resource management Sociology Business and International Management Marketing business Marketing research Relationship marketing Qualitative research
Zdroj:	International Journal of Management Practice. 3:369
ISSN:	1741-8143 1477-9064
DOI:	10.1504/ijmp.2009.026962
Popis:	Most studies in Internal Marketing (IM) are divorced from the realities that management practitioners encounter in the flow of everyday organisational life. Although some studies have called for the incorporation of practitioner 'voice' in IM research, such calls have often been ignored. This paper therefore, is an attempt at giving 'voice' to practitioners. Based on a qualitative study of perspectives drawn from multi-sector businesses in two functional areas – Marketing and Human Resources Management, the paper presents practitioners' understanding of the IM concept vis a vis the literature. Our findings indicate that interdepartmental conflicts between marketers and HR practitioners as purported in the literature are rarely evident in practice. The paper concludes with implications for managers and the academic community.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::cd7f4baa870a21a65af8eaadf1c141b7 https://doi.org/10.1504/ijmp.2009.026962 Zobrazit plný text záznamu