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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 8

First Union: designing andusing employeesegmentation

Astute marketing executives have been quick to see the opportunity in using the techniques of internal marketing to institutionalize an outward looking sales culture, build strong internal support for marketing programmes and campaigns, as well as add that little bit extra to their total marketing efforts. For many, the practice is a new one, but they are fast learning that it is an important one. Traditionally, the emphasis was solely directed toward capturing customers. Now marketing executives are seeing that there is another half to the programme of capturing and retaining customers, and that this missing half is inside the organization, namely internal marketing. The missing ...

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