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Relationship Marketing Communication Case Study: Communication Between Managers And Employees

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  • MIRONESCU, Alexandra
  • STEPIEN, Sebastian
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    Abstract

    The current situation, of unprecedented development of the internal marketing and of the communication within it, commits any researcher who is drawn to this field, to accuracy, clarity, coherence and astuteness while identifying the mode in which the internal communication  plan  can  be  elaborated  in  tight  connection  with  the  organization’s  relational  marketing  objectives  (hired  personnel’s  satisfaction).  Communication  remains  the  main  interaction element in the internal marketing. However, the indicators with maximum impact  on  employees’  satisfaction  must  be  discovered  and  tested.  The  present  study  takes  into consideration a series of communication variables and submits them to ergonomic tests (descriptive and causal) in order to add value to the managerial planning of the communication strategy.

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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/8/5.pdf
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    Bibliographic Info

    Article provided by Holistic Marketing Management in its journal Holistic Marketing Management.

    Volume (Year): 2 (2012)
    Issue (Month): 4 (September)
    Pages: 33-37

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    Handle: RePEc:hmm:journl:v:2:y:2012:i:4:p:33-37

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    Web page: http://holisticmarketingmanagement.ro

    Related research

    Keywords: relational  marketing;  internal  marketing;  communication;  employees’  satisfaction;

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    1. Pitt, Leyland F. & Foreman, Susan K., 1999. "Internal Marketing Role in Organizations: A Transaction Cost Perspective," Journal of Business Research, Elsevier, vol. 44(1), pages 25-36, January.
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