Developing an integrative model of internal and external marketing
Ferdous, Ahmed Shahriar.
Developing an integrative model of internal and external marketing created by Ahmed Shahriar Ferdous,Carmel Herington and Bill Merrilees - Journal of Strategic Marketing Volume 21, number 7, .
The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model.
Internal marketing
Internal market orientation
Market orientation
Developing an integrative model of internal and external marketing created by Ahmed Shahriar Ferdous,Carmel Herington and Bill Merrilees - Journal of Strategic Marketing Volume 21, number 7, .
The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model.
Internal marketing
Internal market orientation
Market orientation