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Contemporary issues in managing

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2.1 Internal marketing plan

The main components of an internal marketing plan mirror those used for external marketing and are shown below (see Figure 8).

Figure 8

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A continuing sequence of tasks – ‘information gathering and researching’, ‘segmentation and targeting’, ‘identify and building relationship’, ‘development of internal products’ and ‘communication’ in a circular flow.

Figure 8

You will now look at each component of the internal marketing plan in turn.

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2.1 Internal marketing plan