"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subject. Internal...

"Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms, but also for customers and stakeholders. Working step-by-step through strategy development, this book empowers those responsible for...