Internal Marketing Policy

In the majority of the contributions to service marketing, the marketing characteristics are derived from the service-specific characteristics. For many services, the particular relevance of the service company's staff in the implementation of marketing concepts is noticeable. The human being as an internal production factor is moving strongly into the center of service production and thus implies a corresponding consideration in marketing policy considerations.
To get an introduction to the necessity of considering this area of marketing instruments, reference is made to the Anglo-American literature on service marketing, which describes the classic marketing instruments ...

Product (offer policy)
Place (Distribution policy)
· Price (contracting policy)
PhD (Communication policy)

... around the instrumental area ...

People

…added.

Particularly in the literature on "service marketing" since the beginning of the 1980s, it has been demanded to relate the use of marketing instruments internally to the staff in the sense of internal marketing.

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