Internal Marketing, Research Approach, and Other Works by Christian Grönroos offers a multifaceted exploration of key marketing concepts that have shaped modern business practices. This book brings together Grönroos' significant contributions to internal marketing, innovative research methodologies, and diverse insights into customer-oriented strategies.
The book emphasizes the importance of internal marketing as a cornerstone of effective customer service, focusing on how aligning internal processes and employee engagement can create a seamless customer experience. Grönroos also delves into research methodologies that redefine how businesses can measure and adapt to customer needs, offering practical frameworks for data-driven decision-making.
Packed with thought-provoking analysis and case studies, this book offers fresh perspectives for academics, professionals, and business leaders. From internal branding to operational excellence, Grönroos explores how marketing must integrate across all facets of an organization to drive sustainable growth. If you're looking for a deeper understanding of the interplay between research, internal processes, and customer-centricity, this book is an invaluable resource.