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Essay / Research Paper Abstract
This 20 page paper examines the concept of internal marketing, looks at what it is and the advantages and disadvantages that a company may realize and how this compares with external marketing. The paper concentrates on how internal marketing may lead to higher levels of customer satisfaction through increased commitment when an employee 'buys into' employer goals. The paper starts with a theoretical overview and then considers how the theory applies in practice. The bibliography cites 47 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEinternalmkt.rtf
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Unformatted sample text from the term paper:
happy and believe in the company they work for (King, 2003). This is supported by a range of HRM theory which looks at the way motivation can be increased when
man is seen as social which will increase the level of commitment and result in higher levels of customer satisfaction (Huczyniski and Buchanan, 1996). To ensure that customers or end
users are happy, even when conditions are difficult, this means managing the employees, taking care of those who will take care of the customers (King, 2003). This is the
same in a commercial production facility or in a public school, the differences may be the messages sent and the way the communication takes lace. In keeping employees happy
internal marketing is one tool that can help address many issues that may cause dissatisfaction in employees (Beardwell and Holden , 2003; Mazur, 1999). This includes feelings of alienation and
bring undervalued as well as a lack of confidence (Mazur, 1999). However, to achieve this takes a commitment to communications on the part of the employer and extends beyond the
use of mission statements which in many cases are not clear and do not communicate effectively to the employee (Training, 2004, Hardwick, 2004). In order to communicate effectively with the
employees there needs to be a greater commitment and level of input to win over the belief of the employees (Mazur, 1999). This is similar to the exercise of
public relations, but aimed internally seeking to listen and communicate with the target audience, in this case the employees (Supervisory Management, 1992). Internal marketing is more than internal PR, it
is also more that just telling employees what is happening and listening to them, in many ways internal marketing is similar to external marketing, the only difference being the target
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