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Block 3: image, Internal marketing, image, image, image, image, image,…
Block 3:
Leadership
Position -
Where?
Purpose -
Why?
Result -
What?
Success in the long-term
Process -
How?
Person -
Who?
Golden Circle
2.HOW?
Feelings i.e. loyalty, trust
3.WHY?
Behaviour towards product/service
1.WHAT?
Rational thought
Inspiring action
Leadership vs Management
L = influence & inspire people towards goal
M = Focus on efficiency & lead with authority
anyone could be a leader at any position
Training
Development
Personal skills
Person as a leader & organisation
Organisational culture
key challenge for leaders
beliefs & expectations
Strategic leadership
Improves long-term viability
influence others
short-term financial stability
aware of core aims
'Main idea + leadership + personnel' (reference)
organisational strategy aligned with leader
Motivation
customers to purchase
Employees to perform
support employees
give direction
moves towards organisations long-term vision & goals
create good energy
Maslow's Hierarchy of needs
Herzberg’s two factor theory of motivation
Followership
Influence leaders
Directed by leaders
Long term success
Innovation
New product/process
Change management
Innovation & progress
Sustainability
Resistance to change
Openness to change in the long-term
Relationship marketing
retaining customers
Maximising long-term value of a customer
Loyalty ladder
value and satisfaction
Transactional vs relational customers
Internal marketing
