Developing an integrative model of internal and external marketing

Ferdous, Ahmed, Herington, Carmel and Merrilees, Bill 2013, Developing an integrative model of internal and external marketing, Journal of Strategic Marketing, vol. 21, no. 7, pp. 637-649.

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Title Developing an integrative model of internal and external marketing
Author(s) Ferdous, Ahmed
Herington, Carmel
Merrilees, Bill
Journal name Journal of Strategic Marketing
Volume number 21
Issue number 7
Start page 637
End page 649
Total pages 13
Publisher Routledge
Place of publication Abingdon, UK
Publication date 2013-08-28
ISSN 0965-254X
1466-4488
Keyword(s) Internal marketing
Business success
Marketing programs
Market orientation
Internal market orientation
Summary The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2013, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30060006

Document type: Journal Article
Collection: School of Management and Marketing
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