Papers on "Internal Marketing" and similar term paper topics

Paper #053515 :: Internal Marketing
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An examination of the importance internal marketing to the workforce and how its correct implementation can benefit an organization.

Written in 2004; 11,658 words; 52 sources; MLA; $ 227.95

Paper Summary:

This paper indicates that training and developing of the workforce, motivating and empowering the workers, and good recruiting methods have to be employed if the organization wishes to use the IM strategy to improve its competitiveness in the market. It explains that the main focus of any IM strategy should, however, ultimately benefit the external customer. It is of no consequence if organizations do everything within their powers to satisfy the internal customer if these do not increase the return on investment made in these programs. There is not one perfect method for training or motivating the workforce. The paper discusses how organizations, by trial and error, eventually are able to identify the best form of training that they can provide to their employees. Motivation and providing job enrichment for the workforce is easier said than done. Issues such as organizational cultures, values, and norms have the potential to cause disruptions and hurdles if the motivation and job enrichment is viewed by the workers as a management ploy to extract more work from the employees.

From the Paper:

"Understanding and enhancing IM within organizations will improve the external marketing strategies undertaken by the organization. When external customer view employees of the company being satisfied and proud of their work and products or services performed they are more inclined to be happy with the service or products that they are provided or sold. The Ritz Carlton motto, for example, ?Ladies and gentlemen serving ladies and gentlemen? indicates that the company values its internal customer as much as their external ones; i.e., places them at the same level of importance. In fact, the empowerment and training provided to the staff at the Ritz Carlton testifies to the fact that Carlton realizes the importance of the human capital. The hotel management works hard at ensuring that only employees who demonstrate the capability to reach the milestone of personal achievement make the cut. Continual training and refresher courses help the employees stay on track."

Tags: human resources job employee management

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