Effects of internal marketing on strategic orientations in the banking sector
Sign Up to like & getrecommendations! Published in 2021 at "International Journal of Bank Marketing"
DOI: 10.1108/ijbm-08-2020-0437
Abstract: PurposeThe purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed… read more here.
Keywords: marketing strategic; marketing; strategic orientations; internal marketing ... See more keywords