4. An Integrative Framework Turning Marketing into A Line Function Identifying the right services Doing the service Right the first time Doing the service Right every time Managing & Exceeding Customer Expectations Marketing to New customers Managing Experience Branding the firm Marketing to Existing Customers Marketing to Employees Maximize market Potential Delivering Quality Service Building a Marketing Organization
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7. Essentials of Internal Marketing Attracting, Developing, Motivating & Retaining Qualified Employees Compete for Talent Offer a Vision Prepare People to Perform Stress on Team Play Know thy Customer Leverage The Freedom Factor Measure & Reward
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