Internal (Relationship) Marketing

Relationship Marketing > Forum

Internal (Relationship) Marketing
HABIB MOSTAFIZI, HR Consultant, Iran, Member
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....Sign up


Special Interest Group Leader

Interested? Sign up for free.

Relationship Marketing
Best Practices

Expert Tips


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2019 12manage - The Executive Fast Track. V15.0 - Last updated: 25-3-2019. All names of their owners.