ISSN: (Online) 2321 -4155
ISSN: (Print) 2320 -7000

JOURNAL OF INDIAN RESEARCH
YEAR : 2013, VOLUME : 1, ISSUE : 1

 

INTERNAL MARKETING PRACTICES IN PUBLISHING INDUSTRIES: A CASE STUDY
OF SARASWATI HOUSE PVT. LTD.

Mukta Gupta, & Dr. Lokesh Jindal

 

 

ABSTRACT

 

Internal Marketing (IM) is a new and emerging discipline. It is meant to align, motivate and empower employees at all functions and levels to consistently deliver positive customer experiences that are aligned with firm’s organizational goals. This paper discusses findings from an exploratory study concerning internal marketing in the publishing industry. This study demonstrates to what extent nonmonetary incentives are utilized in the public sector and applies the principle to study the impact of such non-monetary incentives in the Saraswati House Pvt. Ltd . The study also focuses on gender-wise effect of non-monetary benefits.

KEYWORD

 

internal marketing, monetary benefits, non-monetary benefits, motivation,gender

 

 

 

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