Reports that the increased calls for transparency and accountability in government organizations underscores the need for a market orientation even among government departments. Considers the degree of market orientation and its effect on the organizational commitment in government departments...

Internal marketing (IM) focuses on acquiring and retaining customer‐oriented employees. Critics of internal marketing claim that the term is simply a synonym for good human resources management. The concepts of internal marketing and human resource effectiveness (HRE), at both a strategic and...