Suchergebnisse

Industrial marketing is generally viewed from the vantage point of
firms marketing to other firms. Yet organizations devote extensive
resources to situations where managers market their capabilities to
other units within the same firm. Presents a case study of industrial
health and safety to emphasize internal marketing concepts that managers
and staff professionals should use to strengthen their internal
contribution to company objectives. The case has implications for
managers who deal with internal marketing problems of many in‐house
services such as information systems, market research, data processing,
education and training and other functions. Staff unit managers in a
range of disciplines who want to serve internal publics better can
effectively market their services internally by understanding and
responding to internal decision processes and expectations. Moreover,
internal customers will receive higher quality services if these staff
functions focus their capabilities on meeting or exceeding management
expectations.