An internal marketing approach to public sector management: The marketing and human resources interface

Abstract

Internal marketing (IM) focuses on acquiring and retaining customer‐oriented employees. Critics of internal marketing claim that the term is simply a synonym for good human resources management. The concepts of internal marketing and human resource effectiveness (HRE), at both a strategic and technical level, are considered and suitable measures identified. Data are collected from the Australian public sector and a moderated regression analysis is used to investigate the hypothesized relationships. The study provides empirical support that there is a valid and distinct demarcation between IM and HRE, and that IM is an important antecedent to HRE.

Citation

Ewing, M.T. and Caruana, A. (1999), "An internal marketing approach to public sector management: The marketing and human resources interface", International Journal of Public Sector Management, Vol. 12 No. 1, pp. 17-29. https://doi.org/10.1108/09513559910262652