Michael Dunmore has worked in general management and marketing roles at director level in both the UK and North America. He has worked within the publishing and design-related sectors and more recently in the marketing of HR services. He is also a member of the Marketing Society and the Institute of Management.

Put simply, internal marketing is largely about the things people do within an organization that contribute to the achievement of the organization’s overall purpose and success. This practical guide provides an understanding of internal marketing and the seven components of an internal marketing strategy (IMS). With a balance of both theory and practice, Michael Dunmore shows how to develop an IMS that integrates the whole organization and produces teams that can work together towards common goals and outcomes. He demonstrates how a strong internal marketing strategy can be critical to achieving and sustaining competitive advantage, as well as being a major driver of change and enhanced performance.