Chapter Questions
Write a short definition of internal marketing and explain how marketing communications needs to assume both internal and external perspectives.
What is the role of internal marketing communications?
Write short notes explaining why organisational boundaries appear to be less clear than was once thought.
What is organisational identity and what do Albert and Whetten (1985) consider to be the three important aspects of identity?
Write a brief paper explaining why an understanding of corporate culture is important for successful marketing communications.
Why should marketing communications accommodate corporate strategy?
What are the elements of strategic credibility?
Select three different CEOs from a variety of organisations and evaluate their strategic credibility. What is your justification for selecting these individuals?
Prepare a communications matrix for an organisation (or brand/product) with which you are familiar.
Why might the functional capabilities of an organisation affect an organisation's marketing communications?