Invisible Forces: Towards a Reconceptualisation of Internal Marketing through its Dyadic Interactions

Abstract

This paper seeks a reconceptualisation of Internal Marketing by exploring the roles and effects of dyadic, interpersonal transactions which occur within organisations between diverse stakeholders as part of the co-creation,... [ view full abstract ]

Authors

  1. David Brown (Northumbria University)
  2. Helen Woodruffe-Burton (Northumbria University)
  3. Anders Wappling (Northumbria University)

Topic Area

Marketing Communications Track: Click here for the Marketing Communications track

Session

PT7-MC5 » Marketing Communications (15:30 - Thursday, 9th July)

Paper

AOM_2015_Paper.pdf

Presentation Files

paper208presentation_DBrown.ppt