Marketing communication: principles and practice

humility
: acknowledging weaknesses and learning from others are essential to social
progress and economic growth
•
integrity
: a ‘discovery culture’ based on honesty, openness, and constructive challenge
improves and expands our knowledge and vision
•
tolerance
: unless we treat others with dignity and respect, actively cooperate with and
learn from those with different kinds of knowledge and perspective, we cannot realize
the possibilities of a discovery culture, far less build a truly civil society
•
responsibility
: only if we have the self-discipline to accept responsibility for our mistakes
will we learn from them 
•
desire to contribute
: employees must want to contribute, believe that they have the
potential to do so, and believe that they will be rewarded accordingly
Incentive systems must be geared toward contributions to long-term success as well as to
short-term profits, and include contributions to our culture and communities. As individuals
make contributions to long-term success, they acquire decision rights – that is, a greater
level of responsibility and authority to allocate the firm’s resources. The concept simulates
the market process whereby profitable entrepreneurs accumulate property rights or the
ability to direct more scarce resources. MBM moves control of resources to those who
successfully satisfy customer needs.
Companies must have profit signals, or discovery measures, so that employees can see
what does and does not create value. These measures will expand employees’ vision, change

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WHAT DO YOU THINK?
1 Do you have any internal-marketing practices in your workplace or
college?
2 What would obstruct the adoption of a market-based management
process in your corporation?
3 How might the absence of an internal-marketing system hinder the
development of marketing communication?
4 How might internal marketing be used at Koch Industries to further their
Market-based Management Capability?
5 Why, traditionally, would employee communication not be seen as based
on exchanges?
6 Imagine that all of your colleagues could be regarded as marketing
resources. What specific actions might be necessary to realize this notion?
7 Internal-marketing outcomes are the necessary inputs for effective
external marketing. What is meant by this assertion?
8 Professor Grönroos summarizes internal marketing as attitude and
communication management. What does he mean?
9 How well does the ‘marketing mix’ managerial framework explain what
is required for internal marketing?
10 As marketing manager, how can you apply the concept of internal
marketing to enhance the outcomes of your work?