Gamification as a strategy of internal marketing

Ruizalba, Jose, Navarro Lucena, Fernando and Jiménez Arenas, Sergio (2013) Gamification as a strategy of internal marketing. Intangible Capital, 9 (4). pp. 1113-1144. ISSN 1697-9818

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Theoretical analysis of the phenomenon of gamification and its possible application as a tool for internal marketing, in order to increase job satisfaction and commitment through engagement.

Item Type: Article
Uncontrolled Keywords: gamification, job satisfaction, commitment, internal marketing
Subjects: Business and finance
Depositing User: Jose Ruiz Alba Robledo
Date Deposited: 11 Mar 2016 08:23
Last Modified: 18 Mar 2016 22:49

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