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Cover -- Half Title -- Series -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- List of Boxes -- Acknowledgments -- Acronym -- Preface -- 1 Introduction -- Introduction -- Internal Marketing -- Definition of Internal Marketing -- Evolution of Internal Marketing -- Concept of Internal Marketing -- Aim of Internal Marketing -- Objectives of Internal Marketing -- Internal Customers -- Internal Customer Service -- Categorization of Internal Customers -- Internal Marketing and Human Resource Management -- Process of Human Resource Stages -- Conclusion -- 2 Thoughts on Internal Marketing -- Introduction -- Thoughts of Internal Marketing -- Principles of Internal Marketing -- Conclusion -- 3 Internal Marketing Dimensions -- Introduction -- Studies on Internal Marketing Dimensions -- Internal Marketing Dimensions -- Dimension of Internal Marketing Related to Human Resources -- Studies on Internal Marketing Dimensions -- Conclusion -- 4 Significance of Internal Marketing in the 21st Century -- Introduction -- Significance of Internal Marketing -- Case Studies on Internal Marketing -- Internal Service Quality Study (Case Study of Hotel Soaltee Crowne Plaza (SCP), one of the 5-Star Deluxe Hotels in Nepal) -- Case Study on Employee Empowerment in HDFC Bank -- Inside-Out Approach -- Implementing Brand Voice -- Meaning of Brand Voice -- Conclusion -- 5 Implementation Strategy -- Introduction -- Meaning of Internal Marketing Process -- Internal Marketing Implementation -- Phases of Internal Marketing Implementation -- Process of Internal Marketing by Dr. K.S. Jaiswal et al. -- Case Studies on Internal Marketing Implementation -- Building and Sustaining Strong Corporate Brand Through Internal Marketing: Case Study of UNISON, Britain's Biggest Trade Union -- Conclusion -- 6 Models of Internal Marketing -- Introduction.

"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. 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.