File(s) under permanent embargo
Developing an integrative model of internal and external marketing
journal contribution
posted on 2013-08-28, 00:00 authored by Ahmed FerdousAhmed Ferdous, C Herington, B MerrileesThe 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.
History
Journal
Journal of Strategic MarketingVolume
21Issue
7Pagination
637 - 649Publisher
RoutledgeLocation
Abingdon, UKPublisher DOI
ISSN
0965-254XeISSN
1466-4488Language
engPublication classification
C1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2013, Taylor & FrancisUsage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC