...Pervaiz K. Ahmed; Mohammed Rafiq Attempts to clarify the concept and scope of internal marketing and its strategic role in the implementation of change programmes. Shows the manner and the extent to which marketing techniques can be used internally by presenting an alternative conceptual model...

... accounts Management Model Relationship marketing Faced with unprecedented levels of international competition and technological change in industrial markets, many companies are seeking to achieve competitive advantage and bring stability to their operations by forming strategic alliances...