Standard Article

Internal Marketing

Part 1. Marketing Strategy

  1. Ashutosh Prasad

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01028

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Prasad, A. 2010. Internal Marketing. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Texas at Dallas, Richardson, TX, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

The concept of internal marketing suggests that marketing-like activities can be directed toward the employees of the firm to motivate them to provide better customer service. We discuss the analogy between “external” and internal marketing. A few definitions as well as the domain of applicability of internal marketing are discussed. We conclude with some examples of internal marketing in practice.

Keywords:

  • internal marketing;
  • services marketing;
  • customer satisfaction;
  • market orientation;
  • employee motivation