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Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management

Internal Marketing

  • Textbook
  • Aug 2024
  • Latest edition

Overview

Authors:
  1. Pantea Foroudi

    1. Brunel Business School, Brunel University London, London, United Kingdom

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    You can also search for this author in PubMed   Google Scholar

  2. Morteza Akbari

    1. Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • This book will explore the multiple stakeholder audiences that internal marketing must address
  • Readers will be able to understand research studies on ‘Internal Marketing
  • The need for a strategic approach to planning and campaign management

Part of the book series: University of Tehran Science and Humanities Series (UTSHS)

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About this book

There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.e., employees of organization) and create satisfaction in them which in turn influence consumer patronage and loyalty, and consumer decision-making. The significant role of the internal marketing is to developing and maintaining relationships with the internal stakeholders of a contemporary organisation. There is an extensive belief in today's society on how the company viewed by key stakeholders such as investors and shareholders, consumers and customers (both internal and external), members of the community and employees in which the company resides.The challenge is to explore new and effective ways to harness the power of the communication opportunities it presents to engage with stakeholders in interactive, immediate and innovative ways. Any successful communication campaign will include them in its strategy. We view the study of the relationship between internal marketing, internal and external stakeholders, and companies to be timely topics for further investigation.

Keywords

  • Internal Marketing
  • Internal Customer-Centric Management
  • Leadership
  • Internal branding
  • Employer Branding

Authors and Affiliations

  • Brunel Business School, Brunel University London, London, United Kingdom

    Pantea Foroudi

  • Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

    Morteza Akbari

About the authors

Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Morteza Akbari is an Associate professor at the Faculty of Entrepreneurship, University of Tehran. He has published several papers on different aspects of entrepreneurship and technological entrepreneurship and innovation. His research interests are sharing behavior, consumer psychology, food marketing, open innovation, and technological entrepreneurship. His work has been published in various journals including the Journal of Business Research, Journal of Cleaner Production, Journal of Nursing Scholarship, Current Issues in Tourism, European Journal of International Management, European Journal of Innovation Management, Journal of Engineering and Technology Management, British Food Journal, Journal of Business and Industrial Marketing, Innovation, Research in Transportation Business & Management, Transportation Research Record, Journal of Agricultural Science and Technology, Int. J. Business Innovation and Research, Social Responsibility Journal, and Iranian Journal of Management Studies.

 

Bibliographic Information

  • Book Title: Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management

  • Book Subtitle: Internal Marketing

  • Authors: Pantea Foroudi, Morteza Akbari

  • Series Title: University of Tehran Science and Humanities Series

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024

  • Hardcover ISBN: 978-3-031-62966-2Due: 22 August 2024

  • Softcover ISBN: 978-3-031-62969-3Due: 22 August 2024

  • eBook ISBN: 978-3-031-62967-9Due: 22 August 2024

  • Series ISSN: 2367-1092

  • Series E-ISSN: 2367-1106

  • Edition Number: 1

  • Number of Pages: XX, 480

  • Number of Illustrations: 15 b/w illustrations, 5 illustrations in colour

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