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Broadening even more the internal marketing concept

Anselmo Ferreira Vasconcelos (Pontifícia Universidade Católica, São Paulo, Brazil)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 14 November 2008




Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through incorporation of happiness in the workplace (HWP) construct.


A conceptual approach is outlined.


This paper provides a theoretical foundation and conceptual framework – based on internal marketing (IM) variables – explaining how goals related to HWP could be achieved.

Practical implications

Given that happiness in life is a goal that everyone pursues, and HWP is one of its dimensions, it is suggested that firms could employ it as a strategy to maintain and motivate their best assets (i.e. their employees). It also suggests that work is far beyond a simple exchange process between employers and employees. Thus, given the nature and meaning of work for human beings, it should be treated as a channel whereby people could improve their self‐esteem and could fulfill themselves through their tasks on the job and feel happy.


Regarding IMC managerial approach and features, it is sustained that it could more aptly address the issue of HWP. To some degree, the desire of HWP brings about the need of changing the current management mindset that puts people on a secondary role.



Ferreira Vasconcelos, A. (2008), "Broadening even more the internal marketing concept", European Journal of Marketing, Vol. 42 No. 11/12, pp. 1246-1264.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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