Internal Marketing: Using Marketing-Like Approaches To Build Business Competencies And Improve Performance In Large Malaysian Corporations
This study was conducted to make substantial progress in building theory about customer-focused organisations and its impact on business competencies and performance. To date, it is the first empirical attempt to gain knowledge on internal marketing (IM) implementation using a 'marketing-lik...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2002
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35604/1/AAMJ_7-2-3.pdf http://eprints.usm.my/35604/ http://web.usm.my/aamj/7.2.2002/AAMJ%207-2-3.pdf |
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| Summary: | This study was conducted to make substantial progress in building theory about
customer-focused organisations and its impact on business competencies and
performance. To date, it is the first empirical attempt to gain knowledge on internal
marketing (IM) implementation using a 'marketing-like' approach. The results of the
study suggest that this approach is imperative to create organisational competencies and
business performance. This study therefore serves to develop and test a conceptual model
linking IM mix components, competencies and business performance that adds
knowledge to the IM implementation framework in particular and other organisational
development theories in general. |
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