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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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chapter four

Internal marketing andhuman resourcemanagement

Introduction

An examination of the internal marketing model proposed earlier shows that a number of mechanisms proposed in the model for the achievement of effective implementation of marketing and other strategies, namely inter-functional co-ordination, employee motivation, job satisfaction and empowerment, are functions that have been, in the past, mainly in the remit of the personnel or human resource management (HRM). This raises questions as to the respective roles of marketing and HRM in the achievement of implementation objectives. This chapter discusses the roles of HRM and marketing in IM, methods of increasing inter-functional co-ordination, and the implications of IM ...

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