The Evolution and appearance of the Internal Marketing Concept

Abstract

In the current time there is a vexed question known as internal marketing concept. The lack of widely accepted definitions of the IM concept and a relevant valid measure has lead to increased attempts by academia to investigate the related concepts and measures, especially in India and Indian context. The main purpose of this paper is to review and analyse the whole dimensions (past, present and future) of the internal marketing concept by applying the traditional 4Ps marketing mix. The paper links this to today’s knowledge era where the concept of knowledge management, in order to enhance customer service quality in the service encounter, has found its place in internal marketing campaigns. This paper concludes that further empirical research is required into the efforts of the IM campaigns which involve sharing and retaining; furthermore, on its effects on the overall and total quality of customer services. This paper will be helpful to the various research scholars in the national and international universities. This paper proposes some operational definitions also for further uses in Indian context.

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