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Light their fire: using internal marketing to ignite employee performance and wow your customers

Author: Drake, Susan M. ; Gulman, Michelle J. ; Roberts, Sara M.Publisher: Dearborn, 2005.Language: EnglishDescription: 252 p. ; 24 cm.ISBN: 9781419502521Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HD6958 .P35 2005
(Browse shelf)
Available 900197618
Total holds: 0

Includes index


Light Their Fire Using Internal Marketing to Ignite Employee Performance and Wow Your Customers Contents PREFACE xi ACKNOWLEDGMENTS xv ABOUT THE AUTHORS xvii I. THE HOT TOPIC OF INTERNAL MARKETING What Is Internal Marketing? Promises, Promises True Love or Lip Service? Two Ways to Sell the Promise From Train Wreck to Triple Crown The Flip Side It Starts with Culture It's Still about Walking the Talk A Tale of Two Organizations The "E" Factor How Do You Create an "E" Environment? How to Engage How to Enable How to Empower How to Ensure How Do Employees Contribute to Accomplishing Business Goals? Do You Need Internal Marketing? What If Yours Is Not a Big Corporation? 1 3 4 5 6 6 10 11 12 12 14 16 17 19 22 23 25 27 27 2. WHY LIGHT THEIR FIRE? The Benefits of Internal Marketing 31 Fire That Gives Life: Why Internal Marketing Is Crucial to Business Performance 33 Internal Marketing Creates "E" Employees 34 Can't Buy Me Love: It Takes More than Pay to Make People Stay 36 Burnout: The Expensive Cost of Not Marketing to Employees 37 Fired Up: The Enormous Value of High Performance 39 "E" Employees Earn Their Keep 39 "E" Employees Go Beyond the Call of Duty 40 Fewer People Can Do More 40 "E" Employees Raise the Performance of an Entire Group 41 A Miserable Success When Those Who Are Led Lead "E" Employees Wow Customers "E" Employees Wow Your Customers And When They're Not, They're Horrid The Sum of the Parts Is Extraordinary 42 43 44 44 46 48 3. BRAND POWER Creating an Internal Brand 51 Being a Beautiful Brand 52 Playing with Matches: How Internal Branding Lights Their Fire 54 Create Awareness and Consistency 54 Sustain a Positive Culture 56 Drive Change 57 Attract and Retain the Best Talent 59 Creating an Internal Brand 59 Be Persistent and Consistent 61 What Should Your Brand Look Like? 62 How to Create a Powerful Internal Marketing Campaign for Your Initiative 63 Brand Fanatics 64 Quiz: Are You "Selling" Your Company to Employees? 66 4. DOING YOUR HOMEWORK Digging for Treasure Step 1: Set a Course from A to B Analyze the Situation Strengths Weaknesses Opportunities Threats Goal for It! Setting Your Goals and Objectives Creating Goals Creating Objectives Step 2: Know Your Audiences Maslow's Hierarchy of Needs Vary Your Audience by Message and Vary Your Message by Audience Positioning Is Not Little White Lies Target Practice Direct Effect The Poor Second or Third Shift Off-site Workers People Who Work for You but Don't Work for You Contract Workers Step 3: Assess the Climate The Fun Begins 71 72 72 72 73 74 75 76 79 80 80 82 83 84 85 87 87 88 88 89 91 91 93 5. WHAT TO SAY TO WHOM AND HOW Step 4: Define Your Key Messages Perspective: Seeing Things from Your Audience's Point of View The Subject Is "You" Dealing with Good News and Bad News A Few Suggestions for Communicating Bad News Step 5: Match Vehicles to the Message Appeal to the Right "Learning Channel" Which Vehicles for Which Information? Mission, Vision, and Values Motivational Information Strategic Information Recognition of Team Members' Accomplishments Company News Financial Information Detailed Factual Information Detailed Training III Management Directives How to Make the Most of Your Communication Vehicles Company Meeting Videoconference/Web Conference Business TV Conference Calls Print Piece/Letter Newsletters E-mail Intranet One on One Bulletin Boards Unusual Means of Sharing And Now a Word about PowerPoint Ready, Set, No Not Yet 6. A MATCH, A ZIPPO, OR A BLOWTORCH Step 6: Choose Your Champions Where to Find a Champion Getting Champions on Board Step 7: Now, Execute the Plan Do I Have to Eat All My Carrots? So What's First? Step 8: Measure and Adapt What Are the Ways to Measure? Planning Tools for Measurement Principles of Good Marketing The Need for Alignment 95 96 96 98 99 101 102 103 105 105 107 108 108 109 111 111 112 112 112 113 114 115 116 117 118 119 121 122 122 123 125 127 127 128 128 132 133 134 135 136 137 140 140 Be Persistent and Consistent Simple Sells Is There Such a Thing as Too Much Communication? Just One Thing Is Everyone Pulling in the Same Direction? 7. TRAINING AS A MARKETING TOOL How Can Companies Use Training as a Marketing Tool? Grow, Develop, and Satisfy Employees What's In It for Me? Cross-Training and Test-Driving New Roles Missed Opportunities Coaching Mentoring Getting Everyone on the Same Page Orientation: The Message Starts Here Skills Training and Company Philosophy Equal a Happy Union Train as Though Every Employee Is a Corporate Representative The Change Experience: Gaining Their Buy-In Some Other Things to Keep in Mind Evaluate Your Training for Effectiveness Use Experiential Learning Market Your Training Internally and Externally Build a Social Network for Your Employees through Training Use Employees as Trainers Make Training Fun! 8. D2D The Sum Is Greater than the Parts Cinderella Finds Her Glass Slipper Branding Before Branding Was Cool Benefits of Marketing Your Department And Now the Dark Side 9. TORCHBEARERS Rewards and Recognition The Rules of Rewards and Recognition Reinforcement: The Framework Whom Are You Recognizing? Will You Focus on Measurable Criteria and/or Subjective Factors? How Will You Communicate Your Selection Criteria? How Will You Accept Employee Submissions? Who Will Decide the Winner? 141 142 144 145 146 147 148 148 149 151 151 153 154 155 155 158 160 161 162 163 166 166 167 168 169 171 172 174 177 178 181 182 183 184 184 185 185 185 How Often Will You Recognize/Reward? A Different Kind of Recognition Other Factors to Consider Recognize Specific Behaviors to Reinforce Your Company's Vision The Big Question: What's the Reward? PDAs: Public Displays of Appreciation Are Essential Beyond the Trophy Brand Smart: Take Advantage of Your Industry Sharing Ownership Overcoming Obstacles Recognizing the Greater Good 10. TRUE LIFE SITUATIONS A Midsize Merger Hook, Line, and Sinker You Have to Crack Some Eggs Two Organizations Save a Penny, Spend a Million Don't Be a Fireless Leader APPENDIX 217 BIBLIOGRAPHY 245 INDEX 247 186 186 188 189 190 190 191 193 196 197 199 203 204 207 210 212 214

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