
Internal Marketing 315
of the internal marketing activities are part of human resource management
and development. A combination of management and development strate-
gies is needed to ensure that right kind of people are entrusted with the right
kind of jobs. ey must have customer orientation, service mindedness and
the capacity to stay motivated to perform services. Figure 16.2 shows vari-
ous strategies for internal marketing. e strategies presented in the gure
are organized around eight basic themes. ey are sta ng, training, organiz-
ing, supporting, motivating, evaluating, rewarding and retaining. e central
theme of internal marketing ...