Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Prasad, A. 2010. Internal Marketing. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
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.
- internal marketing;
- services marketing;
- customer satisfaction;
- market orientation;
- employee motivation