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What is Internal Marketing

Chapter 6
Handbook of Research on Effective Marketing in Contemporary Globalism
The Management philosophy of promoting the firm and its policies to employees as if they are the (internal) customers of the firm.
Published in Chapter:
Augmenting Transcultural Diffusion through Knowledge Management: The Critical Role of Internal Marketing
Craig Hume (Griffith University, Australia) and Margee Hume (University of Southern Queensland, Australia)
Copyright: © 2014 |Pages: 24
DOI: 10.4018/978-1-4666-6220-9.ch006
Abstract
This chapter discusses the enabling role of internal marketing in adoption of knowledge management in the non-profit sector. The chapter considers the novel concept of transcultural marketing that strengthens transcultural diffusion and discusses the cultural complexities of the non-profit sector and the cultural barriers requiring consideration in the adoption of knowledge management. Transcultural marketing encompasses the promotion and development of oneness through diffusion of transcultural ideas and technologies from diverse philosophies within the one environment while respecting and embracing diversity in thinking. The chapter presents the case of a large charitable non-profit sector firm and then offers specific discussion on the knowledge management culture and the role of internal marketing in implementation. This chapter advances understanding of the relationships of knowledge management, the role of internal marketing in generating, sustaining, and strengthening transcultural diffusion of knowledge in nonprofit firms and offers a basic framework of “Must Have” and “Nice to Have” for Knowledge Management implementation in not for profit organizations. Trans-cultural diffusion is the dissemination and exchange of cultural rudiments including ideas, styles, and technologies, and is deeply embedded in the success and philosophy of knowledge management.
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More Results
Chapter 10
The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Sector
Is the promotion of a company's objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company's goals and fostering brand advocacy.
Published in Chapter: The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Sector; From: Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
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Chapter 16
Communication and Marketing in the Fight Against Racism in the Sports Context: A Theoretical Reflection on European Football
Is the promotion of a company's objectives, products, and services to employees within the organization. The purpose is to increase employee engagement with the company's goals and fostering brand advocacy.
Published in Chapter: Communication and Marketing in the Fight Against Racism in the Sports Context: A Theoretical Reflection on European Football; From: Handbook of Research on Digital Violence and Discrimination Studies
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Chapter 16
Driving Innovation Through Internal Marketing Initiatives: Challenges and Best Practices
Internal marketing involves strategies and practices aimed at effectively communicating and promoting an organization's mission, values, and objectives to its employees, thereby aligning their behaviors and attitudes with the overall marketing goals.
Published in Chapter: Driving Innovation Through Internal Marketing Initiatives: Challenges and Best Practices; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 2
Employer Branding in the Digital Era
Internal marketing views employees as internal customers and states that they should be targeted in the same way as external customers. The major aim of internal marketing to enhance employees’ engagement, identification and advocacy towards the overall goals of the organization. As these mostly appear to be important in services, internal marketing was initially termed within service industry.
Published in Chapter: Employer Branding in the Digital Era; From: Impacts of Online Advertising on Business Performance
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Chapter 22
The Management of Social Media and the Relationship With the Client From the Perspective of the Managers of Small Hotels in a City in Brazil
It is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and fostering brand advocacy.
Published in Chapter: The Management of Social Media and the Relationship With the Client From the Perspective of the Managers of Small Hotels in a City in Brazil; From: Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector
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Chapter 1
Adaptation and Validation of the Employer Attractiveness Scale for the Air Transport Industry: Attracting Future Employees
It is a marketing concept that considers not only the buyers of the product but also the employees as customers.
Published in Chapter: Adaptation and Validation of the Employer Attractiveness Scale for the Air Transport Industry: Attracting Future Employees; From: Challenges and Opportunities for Aviation Stakeholders in a Post-Pandemic World
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