Human Resource Management and Internal Marketing

This book explains the concept of internal marketing and its relation to human resource management, commitment, service quality, market orientation, and organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. It is a research monograph that will assist an organization to decide the future of human resource management and organizational development.

Format: Paperback / softback
Length: 224 pages
Publication date: 30 December 2022
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate realm of internal marketing, exploring its relationship with human resource management, commitment, service quality, market orientation, and various other key concepts. While traditional human resource models may fall short in adequately defining internal marketing, it is crucial to focus on the interplay between these two domains and their contribution to organizational success. Internal marketing encompasses a wide range of activities, including motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. It involves the strategic alignment of human resource management practices with marketing strategies to create a cohesive and effective organization.

In today's rapidly changing business landscape, the need for human resource management has evolved to encompass the integration of marketing practices. Internal marketing plays a pivotal role in achieving organizational success by fostering a customer-centric culture, enhancing employee engagement, and driving innovation. By motivating and satisfying internal customers, organizations can create a competitive advantage and ensure their long-term viability.

This book is designed to cater to a diverse audience, including students, practitioners, start-ups, and educationists. It serves as a valuable resource for those seeking to gain a deeper understanding of internal marketing and its applications in the business world. The research monograph format of the book provides a comprehensive and systematic approach to the subject matter, making it an essential tool for organizations looking to optimize their human resource management and marketing strategies.

In conclusion, this book offers a comprehensive exploration of internal marketing, its relationship with human resource management, and its significance in organizational success. By providing a wealth of knowledge and practical insights, it empowers readers to navigate the complex terrain of modern business and drive innovation and growth.

Weight: 358g
Dimension: 227 x 153 x 15 (mm)
ISBN-13: 9781032209401