Construct · 1 fields · 1 citations

internal marketing: a standalone construct

One name. One construct. A landmark on the map.

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Services marketing

treating employees as internal customers and using marketing-like methods to motivate and align them with customer goals.

In services marketing, internal marketing refers to treating employees as internal customers and using marketing-like methods to motivate and align them with customer goals. This meaning comes from Rafiq (2000) in Journal of Services Marketing.[1]

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References

Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589

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