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Internal Marketing (Benefits (Promote brand (Wilson, 1997), Staff focus,…
Internal Marketing
Benefits
Promote brand (Wilson, 1997)
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Role & Impact of Staff
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Staff behaviour key to creating value (Ind, 2007)
'Moments of truth' (Normann, (2002)
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'Live the brand' = empowered, understand purpose (Ind, 2007)
Values are essential to people = well-being and self-worth (Ind, 2007) p109
Hire suitable staff = values align with organisations' (Ind, 2007)
Believe in brand to authentically deliver brand promise (Kotler & Armstrong, 2016)
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Critical Service Interactions (Specific , self-contained customer interactions)
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