Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Dec07-Article4-Internal Marketing - Case Studies
- Price : 80.00
- Published on December 2, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
In the present era, it is said that the consumer is the king and all marketing efforts should be directed towards satisfying the consumers. As such even until the past few years, marketing was viewed only as an external oriented concept whereby the focus was the external party, i.e., the consumers. But it has been observed by various researches and investigations that if the internal party, i.e., the EMPLOYEES of an organization are motivated and satisfied only then they can satisfy the consumers effectively.Keeping this basic need in view, a new concept emerged known as ‘Internal Marketing’ which works on the fundamental principle of “Employees First!” All the strategies, practices, tools and techniques used to satisfy the employees of an organization are known as Internal Marketing. Internal marketing is an ongoing process that occurs strictly within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to consistently deliver a satisfying customer experience. Inter Marketing is an important ‘implementation tool’. It aids communication and helps us to overcome any resistance to change. It is simple to construct, especially if one is familiar with traditional principles of Marketing. Internal Marketing obeys the same rules and has a similar structure to external marketing. The main differences here are that the customers are the staffs of the organization. The same principles that apply to keeping external customers happy apply to keeping internal customers happy too.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.