Internal Marketing : Another Approach to Marketing for Growth

Unlike external marketing which targets at consumers, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings. Internal Marketing provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. This book aims to put forward a guiding principle for business practices by considering such questions from a multilateral perspective.

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.