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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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chapter three

The tools of internalmarketing

As we have seen, a central plank of internal marketing is the use of marketing-like techniques to motivate employees. The question inevitably arises as to how useful are concepts techniques such as customers, segmentation, market research, and the marketing mix for developing customer-oriented behaviour and generally motivating employees? This is a pertinent question, as motivation of employees has traditionally been the realm of human resource management (HRM). In the following discussion, we examine how and the extent to which it is possible to use marketing techniques to motivate employees. This section takes up these questions, dealing firstly with application of the customer concept internally ...

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