The article focuses on the importance of an organization’s workforce in marketing strategy. The author touches on general marketing concepts covered by great authors such as Kotler and Levitt and builds upon them with relation to the human resources of an organization. In the academic context, the article is a practical approach to internal marketing and covers the concept of including the 5th P in the marketing mix. From an industrial context, the theoretical concepts covered stress the implementation of these concepts in the industry. The author reiterates the importance of refraining from platitudes and instilling the value of employees with regards to customer service at all levels of the organization. From a scholarly point of view, the article builds on attempts to include people power by authors such as Parkinson (1988), Gross et al. (1993), Rafiq and Ahmed (2000) and Judd himself in 1987 and 2001. The difference between this article and others is that it focuses on people power as an integral part of the marketing mix over all sectors in an economy whereas other articles focused on its role in specific industries or the importance of employees in internal marketing.
An organization needs customers to survive and be profitable and customers are looking for value. Marketing persuades the customer that value is to be found in a specific organization’s product or service thus an organization has two main marketing objectives which are to satisfy customers and to provide customers with a differentiated product that holds value for them. An introduction of marketing mix in the article explains that it is the combination of price, promotion, placement and most importantly product that an organization develops to attract and satisfy customers. The marketing mix elements must provide an offering that holds value for customers and substantially differentiates the offering from competitors. According to Levitt (1986), marketing is basically