Emotional capital and internal marketing

Abstract

States that when information is integrated with skills, understanding and experience, it becomes knowledge which the organization can use to its advantage. Makes use of Figures and a Table to aid in explanation, and a highlighted box covering the UK's Automobile Association and its various campaigns, plus another box spotlighting internal marketing processes at Walkers Snack Foods — which illustrates the importance of communication processes alongside business processes to achieve continuing improvement. Concludes that many businesses should give serious consideration to the idea that HR and marketing should be combined.

Citation

Gould, B. (1998), "Emotional capital and internal marketing", The Antidote, Vol. 3 No. 8, pp. 34-37. https://doi.org/10.1108/EUM0000000006613