Internal marketing helps the organization in achieving competitive advantage and in the long run it actually strengthens up the customer loyalty. The human resource department in an organization benefits a lot from this and the elements of organizational payoffs, absenteeism and etc are reduced. In constantly changing environments employees can easily loosen up the ties between their employer and for this reason internal marketing is used to bring both the parties together and share their goals and values. There are different business development tasks and external marketing remains the most important one (Dunmore, 2003). Similarly, when employees of the organization understand the importance of this phenomenon then value proposition of brands and companies become quite an easy task. In this way external marketing benefits from this phenomenon and employees become product champions.The product strategy is the most important process of an organization because it involves the engineering of the product, distribution, financial targets and etc. The sales of the organization are dependent on product strategy and that is the reason why organizations stress a lot product strategy. Internal marketing plays an important role in the product strategy and it helps the organization in framing up effective strategies for the organization. The element of internal marketing uplifts the understanding, commitment and involvement between employees and employers.The scope of internal marketing actually involves the communication of corporate goals and culture, mission and vision statements, policies and procedures (Drake, Gulman, & Roberts, 2005). The elements of new product introductions and new acquisitions are also included in the initiatives of internal marketing. Discussing product related issues with the employees is quite important and organizations must motivate the employees in order to successfully develop a product strategy. Employees must know that what is the price of the product and what are the targets so that they would achieve them because the product strategy is developed with their approval. Employees must know the essential constituents of the product or service so that they can easily target their customers effectively and efficiently. The design of the product, the promotional strategy, marketing plan, financial objectives and all the
Ahmed, P., & Rafiq, M. (2002). Internal Marketing. Chartered Institute of Marketing .
Bejou, D., & Hartline, M. (2004). Internal Relationship Management: Linking Human Resources To Marketing Performance . Journal of relationship marketing .
Drake, S., Gulman, M., & Roberts, S. (2005). Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers. Kaplan Business .
Dunmore, M. (2003). Inside-Out Marketing: How to Create an Internal Marketing Strategy . Kogan Page Business Books .
Grönroos, C. (1998). Marketing services: the case of a missing product. Journal of Business & Industrial Marketing. Vol. 13 No. 4/5. pp. 322-338 MCB University Press.
Gounaris, S. (2006). Measuring internal market orientation in services: some empirical evidence.
Lings, I. N. (2004). Internal market orientation construct and consequences. Journal of Business Research. Vol 57 (2004). Pp. 405– 413. Elsevier Inc.
Mudie, P. (2000). Internal marketing. Routledge.
Piercy, N. F. (1994). Customer satisfaction and the internal market. Journal of Marketing Practice: Applied Marketing Science. Vol. 1 No. 1, 1995, pp. 22-44. MCB University Press.
Simberova, I. (2007). Internal Marketing As A Part Of Marketing Culture Supporting Value For External Customer. Economics And Management , 470-482.
Varey, R. (2000). Internal Marketing: Directions for Management . Routledge.
Winston, W., & Cahill, D. (1996). Internal Marketing: Your Companys Next Stage of Growth . Routledge.
Please type your essay title, choose your document type, enter your email and we send you essay samples