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ERIC Number: EJ403755
Record Type: Journal
Publication Date: 1990
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Establishing a Companywide Customer Orientation through Persuasive Internal Marketing.
Reardon, Kathleen K.; Enis, Ben
Management Communication Quarterly, v3 n3 p376-87 Feb 1990
Argues that applying persuasion strategies to internal marketing efforts can facilitate the adoption of a customer orientation among employees and elicit greater commitment to the company and its goals. Examines four specific persuasion strategies: defining the customer satisfaction link; encouraging self-efficacy; providing rewards; and creating a climate for continued commitment. (KEH)
Publication Type: Journal Articles; Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A