The Importance Of Internal Marketing

In 21 century as states by Bartes, 2009 and Hamel & Green, 2007, information, knowledge and innovation are essential factors for companies to survive due to rapid growth of technology and globalization, therefore importance of innovation has been reinforced both by globalization and by rapid advances in new technologies.Althoght for implementing innovation in an organization needs keeping up motivate, skillful and commutable employees to boost competitive advantages. On the other hand, by increasing the competition among companies, they try to make a high-performance organization in the dynamic environment to reach their aims that are to satisfy their customer’s needs. As a result, there is the challenge for companies to make marketing strategy

It can be demonstrated skilled, motivated and flexible human resources are the most significant intangible asset of any organization and have an important role in competitive advantage in the organization .Consequently, an organizational manager must use the human resource as an impressive instrument .Internal marketing is the main approach which assume employees as an internal customer (Berry, 1981 ; Gupta,McDaniel, and Herath, 2005)and the job as an internal product (Collins and Payne, 1991 ;Zampetakis andMoustakis, 2007).Internal marketing, as identified by George and Gronroos (1991), involve marketing aspect to controlling and performing the related task to employees. Internal marketing is a critical way to building a customer-oriented culture in an organization with the purpose of increase awareness among customers and employee to make sure prosperous co-creation of value (Christopher

Internal marketing uses as a Powerful tool for Success. According to Ahmed, Rafig, and Saad, (2003) as shown in previous literature, there are limited empirical research has been conducted in the field of internal marketing and service innovation and relation among them (e.g., Sasser and Arbeit, 1976, Berry, 1981; Cahill, 1996; Collins and Payne, 1991; George, 1990). Although internal marketing is found over the last three decades, limited companies implement internal marketing as a tool for the service sector in practice. The service sector is becoming increasingly essential as the main element of economic grows (spohrer&maglio, 2008). For industries and organization, developing and introducing new service is very crucial and become the significant method to increasing competitiveness. According to the literature, many of the companies are product–focused and there is a need for better understanding of innovation in the service sector, especially because of globalization companies try to shift from product –oriented toward service –oriented (Spohrer & Maglio, 2008), as an important factor at a micro-level. Build a sustainable source of