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| Author: | Varey, R. Lewis, B. |
| Title: | A broadened conception of internal marketing |
| Journal: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 926-944 |
| Index terms: | MARKETING EMPLOYEE COMMUNICATION CASE STUDIES |
| Language: | eng |
| Abstract: | Internal marketing has been of interest to practitioners and academics, in marketing and other disciplines of management, for some years, and published papers focus on definitions, the role of internal marketing in organizations, and various empirical investigations. The present article discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material;"expert" opinion from leading academics; and interviews with managers. |
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