Internal Marketing: A Model for Implementation and Development

Abstract

Internal marketing (IM) is increasingly recognized as a tool to institutionalize organizational values, improve employee commitment and enhance customer satisfaction. A theoretical model would contribute to its conceptual development and facilitate its application in the organization, enabling to achieve strategic objectives such as customer orientation, organizational commitment, and organization performance. This paper proposes a theoretical model for implementing and developing IM in organizations. The proposed model considers IM as a path for performing the strategic management of human resources through the marketing perspective. ResumenEl marketing interno (IM) se reconoce como una herramienta para institucionalizar los valores de la organización, mejorar el compromiso de los empleados y mejorar la satisfacción del cliente. Un modelo teórico contribuiría a su desarrollo conceptual y facilitaría su aplicación en la organización, permitiéndole alcanzar objetivos estratégicos tales como la orientación al cliente, el compromiso organizacional y el desempeño de la organización. Este artículo propone un modelo teórico para IM en organizaciones. El modelo propuesto considera la mensajería instantánea como un camino para realizar la gestión estratégica de los recursos humanos a través de la perspectiva de comercialización. Palabras clave: marketing interno, orientación al cliente, cliente interno. ResumoO marketing interno (MI) é reconhecido como uma ferramenta para institucionalizar os valores organizacionais, melhorar o comprometimento dos funcionários e aumentar a satisfação do cliente. Um modelo teórico contribuiria para o seu desenvolvimento conceitual e facilitaria sua aplicação na organização, possibilitando atingir objetivos estratégicos como orientação ao cliente, comprometimento organizacional e desempenho organizacional. Este artigo reflexivo propõe um modelo teórico para implementar e desenvolver IM nas organizações. As considerações do modelo proposto IM como caminho para a realização da gestão estratégica de recursos humanos através da perspectiva de marketing. Palavras-chave: marketing interno, orientação ao cliente, cliente interno Dimensión empresarial, 17(1), maria Cristina BohnenBerger, serje sChmiDt, CláuDio DamaCena, FranCisCo julio Batle lorenteThe study is structured into four sections, namely: (1) retrospective view of IM, (2) theoretical approaches, (3) IM coordination and practices, (4) IM models and (5) the proposal of a model for implementation and development. and (4) organizational changes (Lings & Greenley, 2005): doubts that are the result of fusions, additions, changes in production, and changes in the market can be minimized with a good communication process.

Internal Marketing and its Impact on the Organizational Commitment of Employees in Airlines

“…Internal Marketing definition can be summarized as a philosophy of sustainable management to sell and promote company's values, visions, mission and goals to its internal customers through using the application of marketing techniques and human resource management (HRM) principles in order to improve the internal marketplace in which employees enjoy their job experiences (Vu, 2020;Omogbehin, 2014;Bohnenberger et al, 2019;Abd Munir et al, 2015;Akbari et al, 2017;Yuem and Wee, 2020). Internal marketing should start at the top of a company and be communicated downwards into the entire company (Yuem and wee, 2020).…”

“…The marketing departments can play a central role in strengthen employees' personal brand (Devi and Srinivasan, 2017;Zeuch, 2016). So that, Bohnenberger et al (2019) proposed the following IM model as shown in figure (4). 6 | P a g e https://jaauth.journals.ekb.eg/…”

“…Internal marketing mix helps employees enjoy their job experiences (Akbari, 2017;Vu, 2020;Omogbehin, 2014;Bohnenberger et al, 2019). Internal marketing mix strategy depended on internal market segmentation and internal market research .…”

External and Internal Marketing of the Information Security Company

“…It is possible to develop an attractive marketing strategy aimed at external consumers, however, the final result will substantially depend on the quality of staff work to implement it. Therefore, internal marketing is defined as a focused activity to overcome staff resistance to organizational changes, by its motivation and integration in order to effectively implement company strategies [7].…”

How to Measure the Happy-Productive Worker Thesis

“…Research following these trends has proven that employees with good levels of well-being are employees who have better performance levels. Happy workers provide superior quality services, adding value, promoting competitiveness and innovation, improving motivation and organisational learning, enhancing employees' commitment to their organisations and improving their attitudes and behaviours [2,3,[6][7][8][9][10][11][12]. In this line of thought, the thesis of the happy-productive worker (HPW) arises based on the belief that a happy worker is more productive.…”