Overview of Internal Marketing

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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 and other shareholder to support programmes and processes that can help organization to achieve their goals and objectives. As we look its relatively short history, internal marketing has developed along three separate and distinct tracks. The early method suggested by Berry in the 1970 as he was working in the area of services marketing, he developed the idea that people were the most common classification for service delivery and their actions had a major impact on customers relation and retention. Later in the 1980, Gronroos introduced Scandinavian idea into internal marketing. He, Gummenson and other practitioners argued that the employee was an important part of overall product or service delivery comparison developed by marketing firm. Gronroos proposed that every employee should be trained as marketer- that’s include cross-selling or working with the customer retention skills that would enable them to build a good customer relationship management. The stability of the firm what is considered... ... middle of paper ... ...a reasonable deal on pay or in any rewards system centred on the length of service or performance. Conclusion List of References Geoff Lancaster, P. R. (2004). Marketing. New York: Palgrave Macmilan. http://themarketingconcepts.blogspot.co.uk/2013/01/internal-marketing.html. (2013, January 20). Retrieved from Marketing blog: themarketingconcepts.blogspot.co.uk http://www.emeraldinsight.com/journals.htm?articleid=17089161. (2013). Retrieved from Emerald: http://www.emeraldinsight.com/journals.htm?articleid=17089161 Lancaster, G. (2002). Essentials of marketing . London: McGraw-Hill. Micheal R. Czinkota, M. K. (2001). Marketing Management. Cincinnati: South-Western college Pub. Mullins, L. (2013). Management and organizational behaviour. Harlow: Financial Times Prentice Hall. Philip Kotler, G. A. (2008). Principles of Marketing. New York : Harlow.

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