Overview of Internal Marketing

1973 WordsJul 15, 20188 Pages
Table of content Introduction………………………………………………………………………………..1 Internal Marketing………………………………………………………………………..2 Market Orientation……………………………………………………………………….2 Internal Marketing within the organization…………………………………………….4 Conclusion…………………………………………………………………………………5 List of References…………………………………………………………………………6 1. Introduction Since more than 25 years the idea of internal marketing has been discussed in a wide range of the academic literature. The confusion has been further increased several practitioners and researchers over the years as there is a great confusion about its exact definition but today IT is described as activities, actions and managerial directions an organization tool to attempt and inspire and generate employee…show more content…
As we have acknowledged the initial definition of Internal Marketing and inter-functional relationship with HR and Marketing lastly lead us to an extended definition from Berry and Parasuraman in 1991 where they outlined that Internal Marketing is attracting, encouraging and retaining qualified employees through job-products that fulfil their needs. In addition, Internal Marketing is philosophy of looking at employees as an customers and it is a good policy of shaping job-products to fit their human wants. 2. Market Orientation The second support to be identified in the evolutionary framework of IM is the element of market orientation inside the organization. Taking into the consideration of George (1977) that satisfied customers need encouraged employees and some writers in the area of the marketing literature have defined the need and techniques to make employees aware of customer-awareness and sale mindedness in order to support and enhance the service quality because of the overall performance (for expamle Berry, 1981; Bonoma, 1984; Crainer, 1990; Dyson and Foster, 1982; Flipo, 1986; Grönroos, 1985, Gummesson, 199; Piercy and Morgan, 1991a; Wilson et al.,1992).

More about Overview of Internal Marketing

Open Document