Internal Marketing: Theories, Perspectives, and Stakeholders

This book explores the development of internal marketing from its conceptualization to current issues, identifying tensions between major theorists and areas for new perspectives. It introduces concepts and perspectives from channel management literature to analyze internal marketing encounters and discusses the potential of intentional internal demarketing. Internationally applicable and accessible, it is ideal for students, teachers, and researchers in internal marketing, employer relations, branding, and communications.

Format: Paperback / softback
Length: 146 pages
Publication date: 29 April 2022
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate evolution of internal marketing, encompassing its initial conceptualization and its current challenges. It uncovers significant underlying tensions between prominent theorists and identifies areas where fresh perspectives can enhance our understanding of this vital subject.

Internal marketing, as explained, involves organizations employing traditional strategies to market themselves to their employees. Presented in easily digestible chapters, each of which delves into the most crucial themes and concepts underlying internal marketing, this book elucidates how subsidiary areas of study have emerged and proposes how integrating concepts and perspectives from the realm of channel management literature can aid in the analysis of the dyadic encounters inherent in internal marketing.

Brown takes internal marketing theory to new heights by presenting and analyzing fresh interview transcripts, suggesting that internal demarketing, where an organization purposefully makes itself less appealing to its employees, may occasionally be undertaken intentionally. This book's international applicability and accessibility make it an ideal resource for students, educators, and researchers with a keen interest in internal marketing, as well as in employer relations, internal branding, employer branding, and internal communications. It employs clear language and gradually introduces readers to more sophisticated theoretical concepts, ensuring a comprehensive and critical thematic coverage of internal marketing and its extensive theoretical outputs.

Dimension: 234 x 156 (mm)
ISBN-13: 9780367532970