Human Resource Management and Internal Marketing

Description

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. 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 Internal Marketing Models Internal Marketing Approach Empirical Studies on Internal Marketing Models The Model Proposed for Internal Marketing Adaptation to Work External Communication Market Research Conclusion 7 Internal Marketing, Human Resource Management, and Technology Introduction Evolution of Human Resource Management Modern Human Resource Management Human Resource Management and Internal Marketing Technology Reformed Internal Marketing and Human Resource Management Wearables Self-Charging Phones and Wireless Electricity Conclusion 8 Service Journey of Internal Marketing Introduction Internal Marketing and Service Organizations Internal Marketing as Organizational Coaching Internal Marketing Works as a Strategy Internal Marketing Is to Create Awareness and Development Internal Marketing Is an Innovative Phenomenon Three Groups of Internal Marketing Components Positive Internal Relationships Make an Impact on Employees’ Work Experience Work–Life Balance Modern Mix of Marketing Components Internal Performance Management Corporate Social Responsibility Initiatives Relationship Marketing Theory and Social Exchange Theory Job Design Career and Development Plans Internal Market-Oriented Culture Team Performance Quality Management Systems Conclusion 9 Mechanism of Internal Marketing Introduction Role of Internal Marketing on Organizational Performance Employee Retention Is a Big Concern in Today’s Businesses Role of Internal Marketing in Branding Role of Internal Marketing in Service Delivery Internal Marketing and Market Orientation Conclusion 10 Reorientation of Total Quality Management Introduction Selection Similarities Between Internal Marketing and Total Quality Management Differentiation Between Internal Marketing and Total Quality Management Conclusion 11 Internal Marketing and Market Orientation Introduction Internal Market and Market Orientation Future Trends of Market Orientation Market Orientation Internal Customer Orientation Dimensions of Internal Market Orientation Dimensions of Internal Customer Orientation Recent Studies on Internal Market Orientation Proactive Competitor Orientation Technology Orientation Responsive Competitor Orientation Learning Orientation Conclusion 12 Internal Marketing and Service Quality Introduction Internal Marketing and Service Quality Internal Marketing and Service Quality Internal Service Quality Approaches with Internal Service Quality Dimensions of Internal Service Quality Measurement of Internal Service Quality INTSERVQUAL Scale Market Orientation and Service Quality Conclusion 13 Internal Marketing and Commitment Introduction Organizational Commitment Types of Commitment Internal Marketing Practices and Commitment Relationship Between Internal Marketing and Commitment Internal Marketing and Job Satisfaction How Are Internal Marketing and Commitment Related? Conclusion 14 Thoughts on Internal Marketing Introduction Trends of Internal Marketing Best Internal Marketing Practices Case Studies on Internal Marketing Practices in Various Sectors Future of Internal Marketing Practice Pfizer Asia Pacific Brewery Conclusion Author’s Short Biography Index