The Internal Marketing of Services: The New Age Surge

Abstract

Internal marketing in itself is not new, but is only recently becoming widespread in public and private sector organisations. Whilst the principles of internal and external marketing are the same, there are some differences – in targeting, politics, incentives, skills, motivation and interpersonal factors. Case examples are drawn on, from financial services, outplacement and management consultancy.

Citation

Wilson, A. (1991), "The Internal Marketing of Services: The New Age Surge", Management Decision, Vol. 29 No. 5. https://doi.org/10.1108/00251749110002558