... and places the articles in context. Findings Strong emphasis on relevant strategic orientations can help firms gain a competitive advantage in sectors like banking where product differentiation is minimal. Employee contribution is vital, so firms should engage in internal marketing activities to increase...

... to stay” by Du Preez and Bendixen (2015) . The authors examine the extent to which internal brand management, a subset of internal marketing, impacts on job satisfaction, brand commitment and intention to stay, basing their research on a financial services company in Southern Africa. Reference...

...H. Edwards © Emerald Group Publishing Limited 2008 --> Brand image Human resource management Internal marketing Marketing communications Article Type:   From: Strategic Direction, Volume 24, Issue 7. Edwards H.  Marketing, 30 January 2008, Start page: 26...

...Rachel Brown Purpose Reviews a paper which offers the findings of interview research into internal marketing (IM) in banking, arguing that IM is an essential basis for brand building in service industries. Design/methodology/approach This briefing is prepared by an independent...