Inside-Out Marketing: How to Create an Internal Marketing Strategy

Michael Dunmore9780749436636, 0749436638

* Includes up-to-date case studies and current research* Balances theory with practice* A helpful strategy for effectively managing change within an organization* A practical guide to implementing an internal marketing strategy An internal marketing strategy (IMS) is an effort to overcome resistance to change from within an organization. It aims to align, motivate and integrate employees towards the effective implementation of corporate and functional strategies.