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Internes Marketing in Dienstleistungsnetzwerken
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Internes Marketing gilt als etablierter Managementansatz, um das Verhalten interner Zielgruppen innerhalb eines Unternehmens zu steuern. Manuel Michaelis bertrgt das Konzept des internen Marketings auf Dienstleistungsnetzwerke und entwickelt ein Modell zur Messung der Effektivitt und Effizienz interner Marketingmanahmen. Dieses liefert wertvolle Informationen fr die Segmentierung interner Zielgruppen und ermglicht einen zielgerichteten Einsatz des internen Marketinginstrumentariums in Dienstleistungsnetzwerken.
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