Internal Marketing Orientation Measurement in Service Industry (Case Study: Iran Banking Industry)
Services companies attempt to promote their delivered services to customers and achieve a stable competitive advantage. For achieving this goal, Marketing and HR scholars jointly propose application of Internal Marketing (IM) principles and instruments. Although IM is a 30 years old concept in manag...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2013-01-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_54764_26c748d3103ca056953af6ba1ccdf93d.pdf |