Many organizations consider their employees as an asset and they work for the welfare of these employees to reap long term benefits from them. In order to motivate the staff and to change their perceptions and behaviors about organizational goals the phenomenon of internal marketing is used. It is quite similar to the persuasive process that an organization uses to market its product and services externally. This phenomenon revolves around the concept that an organization must treat its employees in the same way as its customers and the element of synchronization must be present in the internal and external brands of the organization. Internal marketing is basically considered as an ongoing process that is present within an organization and the organization motivates and satisfies its employees to achieve the desired results and manages the customers effectively and efficiently (Ahmed & Rafiq, 2002). The importance of employees within the organization is quite huge and the core concepts of internal marketing are: alignment of organizational mission and vision with the behavior of employees, motivation of employees and their empowerment on continuous basis, maintain a proactive and a positive approach with the employees, marinating an inside-our management approach and etc.
Internal marketing is quite different from internal ...
Internal marketing helps the organization in achieving competitive advantage and in the long run it actually strengthens up the customer loyalty. The human resource department in an organization benefits a lot from this and the elements of organizational payoffs, absenteeism and etc are reduced. In constantly changing environments employees can easily loosen up the ties between their employer and for this reason internal marketing is used to bring both the parties together and share their goals and values. There are different business development tasks and external marketing remains the most important one (Dunmore, 2003). Similarly, when employees of the organization understand the importance of this phenomenon then value proposition of brands and companies become quite an easy task. In this way external marketing benefits from this phenomenon and employees become product champions.
The product strategy is the most important process of an organization because it involves the engineering of the product, distribution, financial targets and etc. The sales of the organization are dependent on product strategy and that is the reason why organizations stress a lot product strategy. Internal marketing plays an important role in the product strategy and it helps the organization in framing up effective strategies for the organization. The element of internal marketing uplifts the understanding, commitment and involvement between employees and employers.
The scope of internal marketing actually involves the communication of corporate goals and culture, mission and vision statements, policies and procedures (Drake, Gulman, & Roberts, 2005). The elements of new product introductions and new