Marketing interne: Objectifs de communication et liens avec l'implication organisationnelle, le point de vue des cadres

Charlotte Ranchoux ()
Additional contact information
Charlotte Ranchoux: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: This research is in line with the internal marketing framework. It aims at (1) assessing the main objectives of internal communication and (2) considering the links between internal communication and organizational commitment. To this end, a qualitative study was carried out among ten executives, who expressed themselves about communication tools used within their firm. The results show that internal communication objectives are mostly of managerial, humanist and cultural natures. Moreover, these results highlight the emergence of a "hierarchical" relation between affective, continuance and normative dimensions of the implication

Keywords: "Internal marketing"; " organizational commitment"; " internal communication"; " qualitative study" communication tools; Marketing interne; implication organisationnelle; communication interne; étude qualitative; outils de communication; "Marketing interne"; "implication organisationnelle"; "communication interne"; "étude qualitative"; "outils de communication" (search for similar items in EconPapers)
Date: 2011-05-18
References: Add references at CitEc
Citations:

Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12112

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00739725

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().