Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management

Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Morteza Akbari is an Associate professor at the Faculty of Entrepreneurship, University of Tehran. He has published several papers on different aspects of entrepreneurship and technological entrepreneurship and innovation. His research interests are sharing behavior, consumer psychology, food marketing, open innovation, and technological entrepreneurship. His work has been published in various journals including the Journal of Business Research, Journal of Cleaner Production, Journal of Nursing Scholarship, Current Issues in Tourism, European Journal of International Management, European Journal of Innovation Management, Journal of Engineering and Technology Management, British Food Journal, Journal of Business and Industrial Marketing, Innovation, Research in Transportation Business & Management, Transportation Research Record, Journal of Agricultural Science and Technology, Int. J. Business Innovation and Research, Social Responsibility Journal, and Iranian Journal of Management Studies.

1. Introduction to Internal Marketing: Issues and Perspectives for Internal Customer-Centric Management.- 2. Internal Marketing: Future Research Direction.- 3. How to create an internal marketing strategy: Propose an internal marketing plan.- 4. Implementing an Internal Marketing Strategy:Barriers and Drivers.- 5. Internal marketing and talent management as integral elements of employer branding strategies.- 6. Employer Branding Programmes: Antecedents and Consequences.- 7. Internal Marketing Models.- 8. Internal Marketing tools.- 9. Internal Marketing Mix Operationalization:A review of the literature.- 10. Internal Marketing Analytics: A data-driven HR approach.- 11. Importance of proper leadership style to improve job performance through internal marketing.- 12. Co-Creative Internal Branding.- 13. Internal marketing impact on employee and customer loyalty.- 14. STAKEHOLDERS' COMMUNICATION: BRANDING.