KOREASCHOLAR

INTERNAL MARKETING PRACTICE IN SERVICES ORGANIZATION –A CASE STUDY OF AN ADVERTISING AGENCY

ABM Shahidul Islam
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315210
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1437-1448
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The article empirically examines the practice of internal marketing based on a case study of an advertising agency. To this end, explaining the significance of internal marketing for the success of external marketing and the concept of internal marketing, the article reports research findings which link theory and practice.

Keyword
internal marketingadvertising agencycase studyserviceadvertising
Author
  • ABM Shahidul Islam(University of Dhaka, Bangladesh)