A model of internal marketing for building and sustaining a competitive service advantage
作者： Richard J. Varey
DOI: 10.1080/0267257X.1995.9964328
关键词: Process management 、 Marketing strategy 、 Business 、 Public Sector Marketing 、 Societal marketing 、 Digital marketing 、 Relationship marketing 、 Marketing 、 Marketing management 、 Macromarketing 、 Marketing research
摘要: A model is presented for a mechanism and process ensuring that organizational capability good service continuously enhanced. The internal marketing concept, in modified form, the basis improving working relationships between functional specialists by taking social perspective. It suggested macromarketing or societal concept can be adopted to provide way of thinking about customer‐supplier organization as an open system which not limited “market” characterization. In this broadened contribute change management make more flexible responsive. number recommendations are made operating such process.
sci-hub.se 参考文章(29)
James Heskett, Leonard A. Schlesinger, Breaking the Cycle of Failure in Services ,(1991)
George Fisk, Marketing Management Technology as a Social Process ,(1986)
Peter R. Haiss, The Strategic Planning Process Physica, Heidelberg. pp. 16- 30 ,(1990) , 10.1007/978-3-642-49993-7_2
William R. Torbert, Creating a community of inquiry: Conflict, collaboration, transformation John Wiley & Sons. ,(1973)
Adrian Payne, Martin Christopher, David Ballantyne, Louis Pelton, Relationship marketing : bringing quality, customer service, and marketing together ,(1993)
Christian Grönroos, Strategic Management and Marketing in the Service Sector ,(1984)
Colin Gilligan, Richard M. S. Wilson, Strategic Marketing Management: planning, implementation and control ,(2005)
Philip Kotler, Marketing management: analysis. planning. implementation and control ,(2000)
Kevan Scholes, Richard Whittington, Gerry Johnson, Exploring Corporate Strategy: Text and Cases ,(1989)
Henry Mintzberg, The nature of managerial work ,(1973)