| dc.description.abstract | Internal marketing plays a major role in the successful implementation of a company’s
goals and objectives. The ultimate goal in this context is to present internal marketing
as a technique for gaining the acceptance of the employees or departments that are
critical to the successful implementation of performance improvement programs (Lewis,
1996). The argument is based upon the view that the internal market consists of groups
of workers and managers communicating and interacting with other external groups of
workers and managers within other organization, and that the establishment and
maintenance of effective and efficient relationships between these groups is the focus
of internal marketing efforts. Most organizations direct their focus on the external
marketing (The customers who purchase the company goods and services and little or
no attention is given to the internal market yet these individuals and groups could
collectively be regarded in much the same way as external “customers” of the
organization. Then in this regard internal marketing would play a pivotal role as a
means for improving corporate effectiveness and efficiency in service delivery by
improving ‘internal market’ relationships and processes. Employee turnover would be
drastically reduced and foster a sense of belonging and ownership between the
organization and its employees. For instance, Lewis, (1996) argued that internal
marketing is an appropriate vehicle or approach for promoting the firm and its products
or services to the firm’s employees (Brand ambassadors). Employees are essential and
central to delivering the services that are provided, thus they must be knowledgeable and
motivated. In addition, they must be trained by the organization to be aware of the firm’s
policies and strategies. Corrall and Brewerton 1999) argued employees of the firm are
the cheapest and most effective way of marketing an organization. Gronroos (1985) has
long described this important dimension of services marketing. Many authors stress the
importance of training and motivating employees, in order that they can effectively carry
out their duties to the firm in dealing with customer needs. Internal marketing as a
philosophy describes a customer-orientated culture in which everyone understands the
strategic intent or purpose, and is motivated to participate in implementing the overall
company strategy | en_US |
