Internal Marketing

chapter one

What is internal marketing?

Introduction

More than 25 years ago, internal marketing (IM) was first proposed as a solution to the problem of delivering consistently high service quality by Berry et al.¹. However, despite the rapidly growing literature on IM, relatively few organizations actually apply the concept in practice. One of the main problems contributing to this is that there does not exist a single unified concept of what is meant by IM. There are a variety of meanings attributed in the literature as to exactly what IM is, what it is supposed to do, how it is supposed to do it, and who is supposed to do it. This variety of interpretations as to what IM constitutes has led to a diverse range of activities being grouped ...