A guide to internal marketing and the seven components of an internal marketing strategy: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing

Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match...

Problems with high stakes, involving human perceptions and judgements, and whose resolutions have long-term repercussions, call for a rational approach to their solution. Strategic Decision Making provides an effective, formal methodology that gives assistance to such strategic level decision...