Internal Marketing for Retailers: The Junior Executive Employee

Abstract

How to attract and retain quality employees continues to challenge retailers. The concept of internal marketing provides a new perspective to meeting this challenge. The focus is on viewing employees as customers and developing job packages for each employee segment. Suggestions are given for an internal marketing strategy approach for junior executives to illustrate the concept. Finally, a case history of the buying organization as a target market for the Sanger Harris department stores of Dallas is analyzed.