Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level

Abstract

Internal marketing is the best approach for establishing a service orientation as the organizational imperative. Internal marketing focuses on achieving effective internal exchanges between the organization and its employee groups as a prerequisite for successful exchanges with external markets. Contributions from organizational behavior that enhance the effectiveness and efficiency of internal marketing programs are examined. Ideas such as relationship marketing, all employees as "part-time marketers," and internal customers are considered from the perspective of organizational behavior.