The paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence...

This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer...

The core concept of “customer” in marketing began as a buyer of business goods and services. It was extended into non‐business areas such as education, health, politics and religion. Now it stands poised to enter organisational life. At issue here is our understanding of what it means to...

There have been scant references in the marketing literature to conceptualizing an organization's employees as an element of the organization's marketing mix. Extending previous conceptualizations of employees in a business marketing and a nonprofit marketing context, it is proposed that all...

This commentary discusses the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy. Issues addressed include: the link between employee satisfaction and organisational performance; the need for research on how...

Purpose – Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through incorporation of happiness in the workplace (HWP) construct. Design/methodology/approach – A conceptual...

Purpose – The purpose of this paper is to analyse the influence that internal marketing, represented by internal market orientation (IMO), might have on the internal aspects (satisfaction of contact personnel) and external aspects (customer satisfaction and perceived quality of service) of...