Internal Marketing

INTERNAL MARKETING

RESEARCH PAPER

Internal marketing, as it is defined by Market Reseach Glossary of Terms is “the process of

eliciting support for a company and its activities among its own employees, in order to

encourage them to promote its goals. This process can happen at a number of levels,

from increasing awareness of individual products or marketing campaigns, to explaining

overall business strategy”

But as the times changes and pass of new, more comprehensive definition are added

also at marketing, as it is defined to the part of the Integrated Marketing Communications program at Northwestern University. "Internal Marketing is the ongoing process whereby an organization aligns, motivates and empowers employees at all functions and levels to consistently deliver a positive customer experience that helps achieve business objectives."

The concept of internal marketing was first introduced in 1970’s, as the firm satisfies the need of the customers must do the same for the employees. But as a concept was first introduced first by Doctor Leonard L. Berry at his first steps of his carrier at 1976 and later by other researchers like Thompson at 1978. On the other hand, the idea of Internal Marketing was presented in some articles of Sasser and Arbeit on 1976, without having a specific terminology only spreading out the idea of internal marketing.

Internal Marketing despite the fact that is a hole new concept, meaning that is introduced as a concept less than half century, from that point of view, there is no acceptable definition yet from the researchers about: what exactly internal marketing is, what it is supposed to do, how it is supposed to be done, and who is supposed to do it, as Varey in 1995 refers, and five years later on 2000, Mohamed Rafiq and Pervaiz K. Ahmed are refered to this new concept of business market that is called Internal Marketing.

Mohamed Rafiq and Pervaiz K....