Stakeholder theory and internal marketing communications: a framework for analysing the influence of new media
MetadataShow full item record
Effective two-way communication is widely viewed as an essential component of successful internal marketing strategies, yet little research has so far been conducted on the relative merits of different communication media in an internal marketing context. Since the mid-1990s Internet technologies have revolutionized internal communications in many organizations. However, the impact of these new forms of electronic media on internal marketing communication remains relatively unexamined. This paper draws on stakeholder and communication theories to provide a framework for understanding the dimensions of effective internal marketing communications and presents the results of an empirical study on the relationship between these dimensions and the use of new media in the workplace.
Showing items related by title, author, creator and subject.
An examination of the factors critical to the establishment and maintenance of competitive advantage for education services enterprises within international markets.Mazzarol, Timothy W. (1997)The principal focus of the present study was to examine the factors critical to the development and maintenance of a competitive advantage for education institutions operating in international markets. International ...
Saili, Abdul Rahman (2011)Farmers‟ markets are an exciting and important form of free enterprise. They have a strong potential to support sustainable development due to the myriad of economic and social benefits they could bring to a society. ...
Mitchell, Helen; Shoebridge, Andrea; Howat, Peter; Cross, Donna; O'Farrell, I. (2007)This formative research examines the effects of health promotion on girls' and young women's health behaviours. Health promotion campaigns targeting women have previously had variable success. Some have been criticised ...