Knowing your employees : the key to building an internal marketing-mix in French clothing Retail trade

dc.contributor.advisorBernie, Garyen
dc.contributor.authorMulliez, Amelieen
dc.date.accessioned2015-03-10T14:44:37Z
dc.date.available2015-03-10T14:44:37Z
dc.date.issued2015
dc.description.abstractTheories have shown that using internal marketing could be beneficial for the duration of a company; indeed, by responding to the needs of their employees, companies manage to keep them involved and enhance their perceived efficiency. The purpose of this dissertation is to determine if the theory is applicable in a particular case or if it is just that, a theory. In order to do so, the research examined the application of an internal marketing strategy in a French clothing retailer and looked for ways to increase sales-assistants’ perceived efficiency thanks to those actions. Nature / Scope: the nature of this research is explanatory; that is to say, it aimed at studying a particular case so as to draw out more general conclusions. In order to do so, an analysis of the existing literature was undertaken so as to find as much articles as possible on the topics related to internal marketing and an analysis of a particular case was conducted. Method: Regarding the adoption of the case study strategy, two methods were used: a qualitative and a quantitative research that aimed at determining how the theories are applied in practice. Contributions: The research contributes to the literature as it fills a gap related to the application of internal marketing in France, and more precisely in clothing retail businesses. Plus, it brings a new theory under which the fact of setting-up an internal marketing mix is major for employees’ involvement in a company and the duration of this company.en
dc.identifier.citationMulliez, A. (2015). Knowing your employees: the key to building an internal marketing-mix in French clothing Retail trade. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2301
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectMarketingen
dc.subjectPersonnel managementen
dc.titleKnowing your employees : the key to building an internal marketing-mix in French clothing Retail tradeen
dc.typeThesisen
dc.type.degreelevelMScen
dc.type.degreenameMSc in Marketingen
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