Case Study: BP Oil Spill
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When you think of marketing, you more than likely think of marketing to your customers: How can you persuade more people to buy what you sell? Yet in our work helping executives develop and carry out branding campaigns, my colleagues and I have found that companies very often ignore this critical constituency. Why is internal marketing so important? Without that connection, employees are likely to undermine the expectations set by your advertising. Employees are unified and inspired by a common sense of purpose and identity. Unfortunately, in most companies, internal marketing is done poorly, if at all. The marketing department might get involved once in a while to tell employees about a new ad campaign or branding effort.
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It is essential that corporations have dependable communication structures in place. The last thing a business wants is to fail to communicate its position properly. Unfortunately, many large corporations have really dropped the ball while working with their customers. We take communication for granted. Each day, we talk to co-workers, customers, family, and friends without thinking too much about whether our communication styles are successful.