Describes organizational‐organismic parallels in the context of the “natural need” for internal marketing. The need for internal marketing, especially within service organizations, is commonly recognized, but its implementation is considerably more difficult than its planning. Attitude barriers (unreceptiveness to marketing philosophy) may exist even in the higher levels of management, where they are potentially more difficult to change, yet changing them will have the greatest effect on the organization. Suggests that one strong argument which could be used is the organismic metaphor, which draws parallels between organizations and organisms.
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