This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success.
This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.
Author(s): Teena Mishra
Series: Routledge Advances in Management and Business Studies
Publisher: Routledge
Year: 2022
Language: English
Pages: 240
City: New York
Cover
Half Title
Series
Title
Copyright
Contents
List of Figures
List of Tables
List of Boxes
Acknowledgments
Acronym
Preface
1 Introduction
Introduction
Internal Marketing
Definition of Internal Marketing
Evolution of Internal Marketing
Concept of Internal Marketing
Aim of Internal Marketing
Objectives of Internal Marketing
Internal Customers
Internal Customer Service
Categorization of Internal Customers
Internal Marketing and Human Resource Management
Process of Human Resource Stages
Conclusion
2 Thoughts on Internal Marketing
Introduction
Thoughts of Internal Marketing
Principles of Internal Marketing
Conclusion
3 Internal Marketing Dimensions
Introduction
Studies on Internal Marketing Dimensions
Internal Marketing Dimensions
Dimension of Internal Marketing Related to Human Resources
Studies on Internal Marketing Dimensions
Conclusion
4 Significance of Internal Marketing in the 21st Century
Introduction
Significance of Internal Marketing
Case Studies on Internal Marketing
Internal Service Quality Study (Case Study of Hotel Soaltee Crowne Plaza (SCP), one of the 5-Star Deluxe Hotels in Nepal)
Case Study on Employee Empowerment in HDFC Bank
Inside-Out Approach
Implementing Brand Voice
Meaning of Brand Voice
Conclusion
5 Implementation Strategy
Introduction
Meaning of Internal Marketing Process
Internal Marketing Implementation
Phases of Internal Marketing Implementation
Process of Internal Marketing by Dr. K.S. Jaiswal et al.
Case Studies on Internal Marketing Implementation
Building and Sustaining Strong Corporate Brand Through Internal Marketing: Case Study of UNISON, Britain’s Biggest Trade Union
Conclusion
6 Models of Internal Marketing
Introduction
Internal Marketing Models
Internal Marketing Approach
Empirical Studies on Internal Marketing Models
The Model Proposed for Internal Marketing
Adaptation to Work
External Communication
Market Research
Conclusion
7 Internal Marketing, Human Resource Management, and Technology
Introduction
Evolution of Human Resource Management
Modern Human Resource Management
Human Resource Management and Internal Marketing
Technology Reformed Internal Marketing and Human Resource Management
Wearables
Self-Charging Phones and Wireless Electricity
Conclusion
8 Service Journey of Internal Marketing
Introduction
Internal Marketing and Service Organizations
Internal Marketing as Organizational Coaching
Internal Marketing Works as a Strategy
Internal Marketing Is to Create Awareness and Development
Internal Marketing Is an Innovative Phenomenon
Three Groups of Internal Marketing Components
Positive Internal Relationships Make an Impact on Employees’ Work Experience
Work–Life Balance
Modern Mix of Marketing Components
Internal Performance Management
Corporate Social Responsibility Initiatives
Relationship Marketing Theory and Social Exchange Theory
Job Design
Career and Development Plans
Internal Market-Oriented Culture
Team Performance
Quality Management Systems
Conclusion
9 Mechanism of Internal Marketing
Introduction
Role of Internal Marketing on Organizational Performance
Employee Retention Is a Big Concern in Today’s Businesses
Role of Internal Marketing in Branding
Role of Internal Marketing in Service Delivery
Internal Marketing and Market Orientation
Conclusion
10 Reorientation of Total Quality Management
Introduction
Selection
Similarities Between Internal Marketing and Total Quality Management
Differentiation Between Internal Marketing and Total Quality Management
Conclusion
11 Internal Marketing and Market Orientation
Introduction
Internal Market and Market Orientation
Future Trends of Market Orientation
Market Orientation
Internal Customer Orientation
Dimensions of Internal Market Orientation
Dimensions of Internal Customer Orientation
Recent Studies on Internal Market Orientation
Proactive Competitor Orientation
Technology Orientation
Responsive Competitor Orientation
Learning Orientation
Conclusion
12 Internal Marketing and Service Quality
Introduction
Internal Marketing and Service Quality
Internal Marketing and Service Quality
Internal Service Quality
Approaches with Internal Service Quality
Dimensions of Internal Service Quality
Measurement of Internal Service Quality
INTSERVQUAL Scale
Market Orientation and Service Quality
Conclusion
13 Internal Marketing and Commitment
Introduction
Organizational Commitment
Types of Commitment
Internal Marketing Practices and Commitment
Relationship Between Internal Marketing and Commitment
Internal Marketing and Job Satisfaction
How Are Internal Marketing and Commitment Related?
Conclusion
14 Thoughts on Internal Marketing
Introduction
Trends of Internal Marketing
Best Internal Marketing Practices
Case Studies on Internal Marketing Practices in Various Sectors
Future of Internal Marketing Practice
Pfizer
Asia Pacific Brewery
Conclusion
Author’s Short Biography
Index
