Marketing communication: principles and practice

FURTHER READING
Carlzon, J. (1987) 
Moments of Truth: New Strategies for Today’s Customer-Driven
Economy
, New York: Ballinger Publishing Corp.
Day, G. S. (1992) ‘Marketing’s contribution to the strategic dialogue’, 
Journal of the
Academy of Marketing Science
20: 323–29.
DePree, M. (1989) 
Leadership is an Art
, New York: Doubleday. (Documents the
leadership and commitment necessary for responsive and responsible business.)
Drucker, P. F. (1973) 
Management: Tasks, Responsibilities
, 
Practices
, London:
Heinemann.
Gilmore, A. and Carson, D. (1995) ‘Managing and marketing to internal customers’,
in Glynn, W. J. and Barnes, J. G. (eds) 
Understanding Services Management
,
Chichester: John Wiley & Sons, pp. 295–321.
Grönroos, C. (1990) 
Service Management and Marketing: Managing the Moments of
Truth in Service Competition
, Lexington, MA: Lexington Books.
I N T E R N A L M A R K E T I N G C O M M U N I C A T I O N
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their thinking, and enable them to make new discoveries. Again, the signals must include
contributions to the whole, not to just one part. Moreover, the most efficient knowledge
system in the world is useless unless shaped by the core commitments of the decision-
makers.
(www.koch-industries.com)
Note
: 
a
The assistance of Dick Anderson, Director of Market-based Management Capability, Koch
Industries, is acknowledged with thanks

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Halal, W E. (1996) 
The New Management: Democracy and Enterprise Are Transforming
Organizations
, San Francisco, CA: Berrett-Koehler.
McKenna, R. (1991) 
Relationship Marketing: Own the Market Through Strategic
Customer Relationships
, London: Century Business Books.
Morgan, N. A. (1991) 
Professional Services Marketing
, Oxford: Butterworth-
Heinemann/CIM.
Varey, R. J. (1995) ‘A model of internal marketing for building and sustaining a
competitive service advantage’, 
Journal of Marketing Management
, 11 (1–3): 25–40.
Varey, R. J. (1995) ‘Internal marketing: a review and some inter-disciplinary research
challenges’, 
International Journal of Service Industry Management
, 6 (1): 40–63.
Varey, R. J. and Gilligan, C. T. (1996) ‘Internal marketing: interfacing the internal
and external environments’, in Kunst, P. and Lemmink, J. (eds) 
Managing Service
Quality
, Vol. 2, London: Paul Chapman Publishing, pp. 59–77.
Varey, R. J. and Lewis, B. R. (1999) ‘A broadened conception of internal marketing’,
European Journal of Marketing
33 (9–10): 926–44.
Varey, R. J. and Lewis, B. R. (eds) (2000) 
Internal Marketing: Directions for
Management
, London: Routledge.