CHAPTER 5

Internal Relationship Marketing

Introduction

This chapter introduces internal relationship marketing, which refers to the coordination and integration of employees and different units toward the successful implementation of marketing objectives through a process of creating motivated, satisfied, and customer-oriented personnel. It begins with demonstrating how internal marketing concept has evolved over time. Then, it discusses two crucial principles of internal relationship marketing. The first one is viewing employees as internal customers and their jobs as internal products. The chapter highlights the importance of employee motivation, satisfaction, and involvement in the value cocreation process. The second principle of relationship ...

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