Table of contents for Light their fire : using internal marketing to ignite employee performance and wow your customers / Susan M. Drake, Michelle J. Gulman, Sara M. Roberts.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Chapter 1 - The Hot Topic of Internal Marketing	x
What is Internal Marketing?	x
		True Love or Lip Service?	xx
		Two Ways to Sell the Promise	xx
		From Train Wreck to Triple Crown	xx
		Personality Shines Through	xx
		All the World's a Stage	xx
		Winning in the Long Run	xx
		The Flip Side	xx
	It Starts With Culture	xx
		It's Still about Walking the Talk	xx
		A Tale of Two Organizations	xx
	The "E" Factor	xx	
	How Do You Create an "E" Environment?"	xx
		How to Engage	xx
		How to Enable	xx
		How to Empower	xx
		How to Ensure	xx
	How Do Employees Contribute To Accomplishing Business Goals?	xx
	Do You Need Internal Marketing?	xx
Chapter 2 - Why Light Their Fire: The Benefits of Internal Marketing	xx
	Fire That Gives Life: Why Internal Marketing is Crucial to Business Performance	xx
	Internal Marketing Creates "E" Employees	xx
	Can't Buy Me Love: It Takes More than Pay to Make People Stay	xx
	Burn Out: The Expensive Cost of Not Marketing to Employees	xx
	Fired Up: The Enormous Value of High Performance	xx
	"E" Employees Wow Customers	xx
	The Sum of The Parts is Extraordinary	xx
Chapter 3 - Brand Power: Creating an Internal Brand	xx
	Being a Beautiful Brand	xx
	Playing with Matches: How Internal Branding Lights Their Fire	xx
	Creating an Internal Brand	xx
	Brand Fanatics	xx
	Take the Quiz: Are You "Selling" Your Company to Employees?	xx
	Answer Key		xx
Chapter 4 - Doing Your Homework	xx
	Step 1: Set A Course from A to B	xx
		Analyze the Situation	xx
		Strengths	xx
		Weaknesses	xx
		Opportunities	xx
		Threats		xx
	Goal for It! Setting Your Goals and Objectives	xx
		Creating Goals	xx
		Creating Objectives	xx
	Step 2: Know Your Audiences	xx
		Maslow's Hierarchy of Needs	xx
		Vary Your Audience by Message and Vary Your Message by Audience	xx
		Target Practice	xx
		Direct Affect	xx
		Off-site Workers	xx
		People Who Work for You but Don't Work for You	xx
		Contract Workers	xx
	Step 3: Assess the Climate	xx
Chapter 5 - What to Say to Whom and How	xx	xx
	Step 4: Define Your Key Messages..............................................................xx
	Dealing With Good News and Bad News........................................................xx
	Step 5: Match Vehicles to the Message	xx
	Which Vehicles for Which Information?	xx
	Mission, Vision, Values	xx
	Motivational Information	xx
	Strategic Information	xx
	Recognition of Team Members' Accomplishments	xx
	Company News	xx
	Financial Information	xx
	Detailed Factual Information	xx
	Detailed Training	xx
	A Management Directive	xx
	How to Make the Most of Your Communication Vehicles	xx
		Company Meeting	xx
		Video/Web Conference	xxx
		Business TV	xxx
		Conference Calls	xxx
		Print Piece/Letter	xxx
		Newsletters	xxx
		Email		xxx
		Intranet	xxx
		One-on-One	xxx
	And Now, A Word about PowerPoint	xxx
Chapter 6 - A Match, a Zippo or a Blowtorch.........................................................xxx
	Step 6: Choose Your Champions	xxx
	Step 7: Now, Execute the Plan	xxx
	Step 8: Measure and Adapt	xxx
	Principles of Good Marketing	xxx
	
Chapter 7 - Training as a Marketing Tool	xxx
	How Can Companies Use Training as a Marketing Tool?	xxx
	Getting Everyone on the Same Page	xxx
	The Change Experience - Gaining Their Buy-In	xxx
	Some Other Training Stuff to Keep in Mind...	xxx
		
Chapter 8 - D2D: The Sum is Greater Than the Parts	xxx
	Cinderella Finds Her Glass Shoe	xxx
	Branding before Branding was Cool	xxx
	Benefits of Marketing your Department	xxx
	And Now the Dark Side	xxx
Chapter 9 - Torchbearers - Rewards and Recognition
	The Rules of Rewards & Recognition..........................................................xxx
	Reinforcement: The Framework.................................................................xxx
		Who Are You Recognizing..............................................................xxx
	A Different Kind of Recognition	xxx
	Other Factors to Consider	xxx
		Recognize Specific Behaviors to Reinforce Your Company's Vision	xxx
	The Big Question: What's the Reward	xxx
	Beyond the Trophy	xxx
		Brand Smart: Take Advantage of Your Industry	xxx
		Sharing Ownership	xxx
		Overcoming Obstacles	xxx
		Recognizing the Greater Good	xxx
 
Chapter 10 - True Life Situations	xxx
	A Mid-size Merger	xxx
	Hook, Line and Sinker	xxx
	You've Gotta Crack Some Eggs	xxx
	Two Organizations Save a Penny, Spend a Million	xxx
Index

Library of Congress Subject Headings for this publication:

Employee motivation.
Communication in personnel management.
Organizational effectiveness.