Jumat, 20 Mei 2011

Internal Marketing Communications

by : Michael Brown and Philip Norris
December 2006
Abstract
Marketing communications is traditionally thought of as organisations’ efforts to promote the services or products they offer to external clients and customers. In a multidiscipline engineering consultancy, with a variety of departments and divisions, it is equally as important for each department to effectively market themselves to one another. The goals of internal marketing are similar to those of external marketing, to increase visibility and awareness of the services or product available, and increase sales or orders. By increasing knowledge and awareness of the services that a department offers, the department can help to ensure that opportunities are not missed out on due to a lack of awareness in other parts of the business.

Background and Key Features
This case study looks at the efforts of one department within a multidiscipline consultancy to market itself within its own company. The case study outlines the key reasons to increase the internal marketing efforts, the methods used and the ways in which the success or otherwise of the strategies are measured. The case study also identifies how internal marketing, as well as improving the individual department’s performance can improve the success of the company as a whole.
The key features of the case study are the stages which the department goes through in order to implement marketing strategies.

Firstly, there is the initial identification of a need to market to internal groups or individuals. Secondly, the department must decide which individuals or groups are to be targeted. Thirdly, there is the discussion and development of specific strategies to effectively target the groups identified. Finally there must be a way in which the success or failure of the marketing is measured and a way in which continuous improvement can be implemented to ensure the effectiveness of the work undertaken. ..........................

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

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