Internal (Relationship) Marketing

Relationship Marketing
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HABIB MOSTAFIZI
HR Consultant, Iran

Internal (Relationship) Marketing

As you may know, internal marketing was first presented by Berry and co. (1976) and then by other researchers such as George (1977) and Thompson and co. (1978)
However, there is, as yet, no clear agreement about the strategic concept of internal marketing and its general framework (Ballantyne, 2000).
Forman and Money (1995) showed that managers must see organization as an internal market in which there is an internal supply chain including an organization`s internal suppliers and customers, which show there will be a better situation having better quality by providing the internal customers' needs. In other words, we must satisfy the staff before we can satisfy the customers (Lee & Chen, 2005).
Now, I'm studying this field for insurance industry and am looking forward to your reactions, related articles and books... Many thanks beforehand.

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