Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers

HR Magazine, July, 2005

Companies spend millions of dollars devising ingenious marketing campaigns to sell their products to customers, but ignore their most important customers--employees. Light Their Fire demonstrates how an engaging and carefully honed internal marketing plan can convert employees into company fanatics who will generate financial rewards, producing substantial bottom-line results. Susan M. Drake, Michelle J. Gulman and Sara M. Roberts (252 pp., hardcover, 2005)

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