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Conference papers

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

Charlotte Ranchoux 1
1 marketing
CRM - Centre de Recherche en Management
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
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Conference papers
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https://halshs.archives-ouvertes.fr/halshs-00739725
Contributor : Corinne Schaffner Connect in order to contact the contributor
Submitted on : Monday, October 8, 2012 - 5:14:36 PM
Last modification on : Wednesday, June 9, 2021 - 10:00:22 AM

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  • HAL Id : halshs-00739725, version 1

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Charlotte Ranchoux. Marketing interne : Objectifs de communication et liens avec l'implication organisationnelle, le point de vue des cadres. 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12112. ⟨halshs-00739725⟩

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