Contents
Section I Internal Marketing Theory
Chapter 1 What is internal marketing?
Chapter 2 Models of internal marketing: how internal marketing works
Chapter 3 The tools of internal marketing
Chapter 4 Internal marketing and human resource management
Chapter 5 A framework for empowering employees
Section II Internal Marketing Applications
Chapter 6 Total quality management (TQM) and internal marketing
Chapter 7 Innovation and internal marketing
Chapter 8 Knowledge management, learning and internal marketing
Section III Internal Marketing Case Studies
Case Study 1 Atlantic Richfield Company: using internal marketing to implement change
Case Study 2 Aydlotte & Cartwright Inc.: reward and recognize your employees
Case Study 3 Barclays Card Services (BCS): getting employees to live the brand
Case Study 4 Barnardo's: enhancing corporate identity through internal marketing
Case Study 5 Boatmen Trust Company: creating success through internal network relationships
Case Study 6 CSX: appreciating the cost–benefit trade-off for employee change
Case Study 7 Eastman Chemical Company: implementing TQM through internal market focus
Case Study 8 First Union: designing and using employee segmentation
Case Study 9 GTE Supply: developing and running an internal survey instrument
Case Study 10 Lutherhan Brotherhood: building skills and competencies through internal marketing
Case Study 11 Midland Bank: improving customer service through internal marketing
Case Study 12 Nations Bank: using external marketing as part of the internal marketing programme
Case Study 13 Norwich Union: improving efficiency through internal customer management
Case Study 14 Provena: improving service quality in the healthcare environment
Case Study 16 Terminix International: using internal marketing to energize the company
Case Study 17 Thomas Cook: developing internal customer orientation in the purchasing function
Case Study 18 TMC: structuring the internal marketing process