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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 18

TMC: structuring theinternal marketing process

In marketing the Thomas & Mack Centre (TMC), located at the University of Nevada – Las Vegas, almost as much effort has gone into marketing the building to the employees as has gone into marketing the building to the public. TMC's General Manager Pat Christenson drove the initiative on the belief that internal marketing is as important as external marketing.

Pat Christenson discerned that: ‘At TMC, service is really our only goal.’ To achieve this aim, Christenson set about developing an extensive internal marketing to motivate employees and raise service results. Christenson named the initiative as ‘We Can Make a Difference’. Christenson's internal marketing plan began with the ...

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