Internal marketing

Internal marketing aligns the efforts of employees with the wants and needs of the market. Internal market orientation conceptualizes the internal market as a facsimile of the external markets and uses marketing know-how to enable and motivate employees to deliver satisfying customer experiences. Internal customer orientation views the internal market as a network of relationships and employs marketing knowledge to facilitate these relationships, building quality into the service delivery process. Both internal market orientation and internal customer orientation positively influence the experiences of customers. In addition to the cultural and operational challenges associated with the implementation of internal marketing, measures of its financial impact remain illusive. This has resulted in a relatively slow uptake within organizations