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El. knyga: Human Resource Management and Internal Marketing

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"This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline. As internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented"--

This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc.

List of Figures
x
List of Tables
xi
List of Boxes
xii
Acknowledgments xiii
Acronym xiv
Preface xv
1 Introduction
1(20)
Introduction
1(2)
Internal Marketing
3(1)
Definition of Internal Marketing
3(2)
Evolution of Internal Marketing
5(2)
Concept of Internal Marketing
7(1)
Aim of Internal Marketing
8(1)
Objectives of Internal Marketing
9(1)
Internal Customers
10(1)
Internal Customer Service
11(1)
Categorization of Internal Customers
11(2)
Internal Marketing and Human Resource Management
13(1)
Process of Human Resource Stages
14(3)
Conclusion
17(4)
2 Thoughts on Internal Marketing
21(12)
Introduction
21(1)
Thoughts of Internal Marketing
21(5)
Principles of Internal Marketing
26(4)
Conclusion
30(3)
3 Internal Marketing Dimensions
33(14)
Introduction
33(2)
Studies on Internal Marketing Dimensions
35(1)
Internal Marketing Dimensions
36(2)
Dimension of Internal Marketing Related to Human Resources
38(1)
Studies on Internal Marketing Dimensions
38(3)
Conclusion
41(6)
4 Significance of Internal Marketing in the 21st Century
47(16)
Introduction
47(1)
Significance of Internal Marketing
48(1)
Case Studies on Internal Marketing
49(3)
Internal Service Quality Study (Case Study of Hotel Soaltee Crowne Plaza (SCP), one of the 5-Star Deluxe Hotels in Nepal)
52(1)
Case Study on Employee Empowerment in HDFC Bank
53(3)
Inside-Out Approach
56(1)
Implementing Brand Voice
57(1)
Meaning of Brand Voice
57(3)
Conclusion
60(3)
5 Implementation Strategy
63(18)
Introduction
63(1)
Meaning of Internal Marketing Process
64(1)
Internal Marketing Implementation
64(1)
Phases of Internal Marketing Implementation
65(2)
Process of Internal Marketing by Dr. K.S. Jaiswal et al
67(7)
Case Studies on Internal Marketing Implementation
74(2)
Building and Sustaining Strong Corporate Brand Through Internal Marketing: Case Study of UNISON, Britain's Biggest Trade Union
76(2)
Conclusion
78(3)
6 Models of Internal Marketing
81(17)
Introduction
81(2)
Internal Marketing Models
83(1)
Internal Marketing Approach
83(1)
Empirical Studies on Internal Marketing Models
83(10)
The Model Proposed for Internal Marketing
93(1)
Adaptation to Work
94(1)
External Communication
94(1)
Market Research
95(1)
Conclusion
95(3)
7 Internal Marketing, Human Resource Management, and Technology
98(13)
Introduction
98(1)
Evolution of Human Resource Management
99(3)
Modern Human Resource Management
102(1)
Human Resource Management and Internal Marketing
102(1)
Technology Reformed Internal Marketing and Human Resource Management
103(5)
Wearables
108(1)
Self-Charging Phones and Wireless Electricity
108(1)
Conclusion
109(2)
8 Service Journey of Internal Marketing
111(15)
Introduction
111(1)
Internal Marketing and Service Organizations
112(2)
Internal Marketing as Organizational Coaching
114(1)
Internal Marketing Works as a Strategy
114(1)
Internal Marketing Is to Create Awareness and Development
115(1)
Internal Marketing Is an Innovative Phenomenon
115(1)
Three Groups of Internal Marketing Components
115(1)
Positive Internal Relationships Make an Impact on Employees' Work Experience
116(1)
Work-Life Balance
116(1)
Modern Mix of Marketing Components
116(1)
Internal Performance Management
116(1)
Corporate Social Responsibility Initiatives
117(1)
Relationship Marketing Theory and Social Exchange Theory
117(1)
Job Design
118(1)
Career and Development Plans
118(1)
Internal Market-Oriented Culture
118(1)
Team Performance
118(2)
Quality Management Systems
120(1)
Conclusion
121(5)
9 Mechanism of Internal Marketing
126(16)
Introduction
126(4)
Role of Internal Marketing on Organizational Performance
130(1)
Employee Retention Is a Big Concern in Today's Businesses
131(1)
Role of Internal Marketing in Branding
132(1)
Role of Internal Marketing in Service Delivery
132(3)
Internal Marketing and Market Orientation
135(2)
Conclusion
137(5)
10 Reorientation of Total Quality Management
142(8)
Introduction
142(1)
Selection
143(2)
Similarities Between Internal Marketing and Total Quality Management
145(1)
Differentiation Between Internal Marketing and Total Quality Management
146(2)
Conclusion
148(2)
11 Internal Marketing and Market Orientation
150(17)
Introduction
150(1)
Internal Market and Market Orientation
150(1)
Future Trends of Market Orientation
151(1)
Market Orientation
152(2)
Internal Customer Orientation
154(1)
Dimensions of Internal Market Orientation
154(1)
Dimensions of Internal Customer Orientation
154(3)
Recent Studies on Internal Market Orientation
157(3)
Proactive Competitor Orientation
160(1)
Technology Orientation
161(1)
Responsive Competitor Orientation
161(1)
Learning Orientation
161(1)
Conclusion
162(5)
12 Internal Marketing and Service Quality
167(16)
Introduction
167(1)
Internal Marketing and Service Quality
167(2)
Internal Marketing and Service Quality
169(1)
Internal Service Quality
170(1)
Approaches with Internal Service Quality
170(1)
Dimensions of Internal Service Quality
171(1)
Measurement of Internal Service Quality
171(3)
INTSERVQUAL Scale
174(2)
Market Orientation and Service Quality
176(3)
Conclusion
179(4)
13 Internal Marketing and Commitment
183(14)
Introduction
183(1)
Organizational Commitment
184(1)
Types of Commitment
185(2)
Internal Marketing Practices and Commitment
187(3)
Relationship Between Internal Marketing and Commitment
190(1)
Internal Marketing and Job Satisfaction
191(1)
How Are Internal Marketing and Commitment Related?
192(1)
Conclusion
193(4)
14 Thoughts on Internal Marketing
197(20)
Introduction
197(1)
Trends of Internal Marketing
198(1)
Best Internal Marketing Practices
199(8)
Case Studies on Internal Marketing Practices in Various Sectors
207(3)
Future of Internal Marketing Practice
210(1)
Pfizer
211(1)
Asia Pacific Brewery
212(2)
Conclusion
214(3)
Author's Short Biography 217(1)
Index 218
Teena Mishra holds a PhD. in Management.
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