Peggy Simcic Brønn Chapter 11 Internal marketing communications.

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Presentation transcript:

Peggy Simcic Brønn Chapter 11 Internal marketing communications

Peggy Simcic Brønn Internal marketing -- a process by which employee satisfaction is leveraged to positively impact the bottom line. Satisfied employees strengthen relationships among all critical stakeholders. (Williams, Business & Economic Review, 1997

Peggy Simcic Brønn Main components of internal marketing communications zDevelopment zReward zVision

Peggy Simcic Brønn Roles of internal marketing communications zDRIP factors: yprovide information; be persuasive; to reassure, remind; to differentiate employees, groups zTransactional yto coordinate actions; to promote the efficient use of resources; to direct developments zAffiliation yto provide identification; to motivate personnel; to promote and coordinate activities with non-members

Peggy Simcic Brønn Strategic credibility ‘How favorably key stakeholders view the company’s overall corporate strategy and its strategic planning processes.’ Determinants: zOrganization’s strategic capability zPast performance zCommunication of corporate strategy to key stakeholders zCredibility of the chief executive officer