The employee revolution - Kevin M Thomson

Corporate internal marketing is a rapid growth area for businesses which realize how valuable their people are to the achievement of their corporate objectives. Although it is a concept usually targeted at exeternal customers it can be used with great effect on employeers. Such a method rules out memos and briefings and instead utilizes a creative marketing-orientated approach. Customer research, creative campaign planning, innovative product launches and customer care are used in order to win over the internal customers. The results include raised motivation, increased productivity, reduced staff turnover and absenteeism, better teamwork and less resistance to change. This book illustrates its case using many case studies from such companies as Esso, Midland Bank, Butlins Holiday World and Trust House Forte.;It details the "top ten" internal products - recruitment, induction, leadership, training, development, careers, the future, involvement, reward and information which are fundamental to "matching" the needs of the organization to its internal target markets.;It is designed for senior managers in manufacturing and service industries, particularly in the field of human resources management and marketing management.