The Influence of Internal Marketing Elements
on the Brand Awareness of Car Rental Customers in South Africa
(Sprache: Englisch)
Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements and how they affect brand awareness in services organisations. This...
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Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements and how they affect brand awareness in services organisations. This study attempted to address this limitation. The study revolved around eleven internal marketing mix elements and their influence on brand awareness dimensions in the South African car rental industry. The aim of the research was to develop a model guiding service organisations to improve internal marketing programmes for employees. The model as derived from this study offers different marketing mix elements to service organisations to consider and apply, reaching higher levels of service quality, employee performance and profitability.
Autoren-Porträt von Elizabeth (Elsabe) Conradie
Conradie, Elizabeth (Elsabe)Dr. Elizabeth (Elsabe) Conradie - Chief Executive Officer at National Hospital Network (NHN), Johannesburg Area, South Africa. Experienced Head with a demonstrated history of working in the private healthcare industry. Board member of Hospital Association of South Africa (HASA). Skilled in Analytical Skills, SQL Server Reporting Services (SSRS).
Bibliographische Angaben
- Autor: Elizabeth (Elsabe) Conradie
- 2018, 512 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 3659673803
- ISBN-13: 9783659673801
Sprache:
Englisch
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