FöRFATTARE
Rydh, Annika

DATUM
2003-01-23

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring

SAMMANFATTNING
How the use of internal marketing may achieve better relations with internal as well as external costumers and develop the use of costumer care in this particular relations are important issues while companies communication are described. In order to obtain the comprehensive view and reach the aim of the thesis a case study was made at ABB Automation Technology Products AB Control & Force Measurement, which is a big industry. The company selection was based on my reflection of a big industry as a mirror of the customer relations’, customer care and internal marketing I find motivating. The case study revealed that companies in great extent adopt the established theories, but with some discovered differences, in order to accomplish a position on the market and the possibility to reach a strong reputation. Finally, companies’ use of internal marketing, customer care and relationship marketing are used as one concept.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/059--SE / NR 2003:059