CONTENTS
Foreword by Adrian Payne = ⅶ
Preface = ⅸ
Acknowledgements = xiii
Introduction = xv
1 CLOSER TO CUSTOMERS-INTERNAL AND EXTERNAL = 1
2 MARKETING AND THE FEAR OF CHANGE IT BRINGS = 13
3 THE BENEFITS OF PEOPLE, MARKETING AND QUALITY WORKING TOGETHER = 30
4 SOME KEY TERMS USED IN HUMAN RESOURCES DEVELOPMENT AND TOTAL QUALITY MANAGEMENT = 47
5 SOME KEY TARGETS AND TECHNIQUES USED IN EXTERNAL MARKETING = 61
6 THE IMPORTANCE OF ATTITUDE AND LANGUAGE TO CREATE A CUSTOMER-BASED CULTURE = 72
7 A NEW MANAGEMENT ATTITUDE-SEEING EMPLOYEES AS CUSTOMERS = 80
8 USING A MODEL TO MANAGE CHANGE IN YOUR ORGANISATION = 102
9 MAKING THE MODEL CUSTOMER FACING = 110
10 THE CUSTOMER CHAIN SEGMENTED = 119
11 WHAT TO MARKET TO YOUR INTERNAL CUSTOMERS - THE NEW 4Ps = 150
12 PUTTING THE THEORY INTO PRACTICE = 173
13 HELP AVAILABLE FOR YOU TO DRAW ON = 209
14 HINTS, TIPS AND BEST PRACTICES FOR A SUCCESSFUL CAMPAIGN = 220
Coda : Revolution or Evolution = 249
References = 265
Index = 275
