Concepts of internal marketing and external marketing in the context of service firms are here discussed and examined for their effects on consumer satisfaction. These concepts in the context of foreign and domestic banks in Thailand are focused upon. The results show differences between banks and a strong relationship between internal marketing and consumer satisfaction. The effective practice of internal marketing appears to influence the effectiveness of external marketing programmes influencing customer satisfaction.

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Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article briefly reviews the criteria used in the US to evaluate sales promotions and these criteria are found inadequate to guide the formulation of sales promotion internationally. Environmental sensitivity factors are identified which are overlooked in domestic sales promotions and an audit approach to planning and evaluating cross‐national sales promotion strategy is presented.

This study examined the relationships between personal, job, and organizational factors and perceived role conflict between physicians and nurse practitioners. Data from 361 nurse practitioners showed that perceived conflict was significantly and negatively correlated with satisfaction, task characteristics, and instrumental leadership style of the supervisory physician. Significantly positive correlations were obtained between conflict and organizational size in terms of number of physicians and nurses in the health-care setting.

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