Write a note on Internal Marketing

Internal Marketing:

According to Wood Ruff, treating with equal importance, the needs of the internal market (employees) and external market I customers) through proactive programmes. If the service system as well as the service staff do not support the frontline employees, it will not be possible to meet the promises made b the organization. Thus the employees are the internal customers who in their job depend on others in the organization for providing goods and services to external customers. Internal marketing suggests that the firm should employ market research, market segmentation and traditional marketing activities like advertising and publicity in order to attract employees.

Role of Internal Marketing:

i)                    The entire organisation is focused on customer approach as the customer service becomes a significant element.

ii)                  Internal marketing helps the service firm to compete aggressively giving the organisation a competitive advantage.

iii)                It builds corporate image by creating awareness.

iv)                It highlights the role of communication in the organisation which is very important for employee motivation and excellence,

v)                  An open management style exists where all the employees co-operate and there is commitment, to the highest level.

Components of Internal Marketing:

There are no specific or special components of the internal marketing programme. Any activity or function that has an impact on the service mindedness and customer conscious employees can be a part of internal marketing programme.

However, the following components can be included as a part of internal marketing programme:

i)         Human Resource activities.

ii)       Continuous interaction with the management.

iii)      Training.

iv)     Internal mass communication and information support.

Facebook comments: