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Overview Of Internal Marketing Essay

1989 words - 8 pages

Table of content

Introduction………………………………………………………………………………..1
Internal Marketing………………………………………………………………………..2
Market Orientation……………………………………………………………………….2
Internal Marketing within the organization…………………………………………….4
Conclusion…………………………………………………………………………………5
List of References…………………………………………………………………………6

1. Introduction
Since more than 25 years the idea of internal marketing has been discussed in a wide range of the academic literature. The confusion has been further increased several practitioners and researchers over the years as there is a great confusion about its exact definition but today IT is described as activities, actions and managerial directions an organization tool to attempt and inspire and generate employee and other shareholder to support programmes and processes that can help organization to achieve their goals and objectives. As we look its relatively short history, internal marketing has developed along three separate and distinct tracks. The early method suggested by Berry in the 1970 as he was working in the area of services marketing, he developed the idea that people were the most common classification for service delivery and their actions had a major impact on customers relation and retention. Later in the 1980, Gronroos introduced Scandinavian idea into internal marketing. He, Gummenson and other practitioners argued that the employee was an important part of overall product or service delivery comparison developed by marketing firm. Gronroos proposed that every employee should be trained as marketer- that’s include cross-selling or working with the customer retention skills that would enable them to build a good customer relationship management. The stability of the firm what is considered as the ‘back-room’ or back-end’ should be intended to support these costumer-facing employees. Thus the focus of the organization was not just on providing an excellent customer service or product experience, but building ongoing relationship with the costumer that could be converted to the additional sales and profits if the employees did their internal marketing jobs. Rather than putting more concentration on the costumers needs and their wants, internal marketing responsible that employees and their necessities and activities which drive successful and ongoing business. The saying is ‘Satisfied employee cause satisfied customers and satisfied customers are more loyal customers. As Reichheld and Sasser said loyal customers are valuable customers in both short and long terms.

1.2. About ‘’Internal Marketing’’
As can be seen the best way to start profitable business for the organization is with employees and other shareholders. That’s why the belief follows that organizational success starts with an increased focus on how and why in what manner employees can be turned into the firm’s supporters, advocates and customer service providers. And also service quality also depends on the human resources who accomplish the...

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