Services Marketing, 2nd Edition

16

Internal Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Understand the importance of internal marketing

• Understand the various roles of employees in a service organization

• Describe the strategies for internal marketing

Sharada Management Institute, established in the early 1960s in India, is regarded by many as one of the premier management institutes in the country. The old students of the institute occupy very important positions in government and private enterprises, both within and outside the country. Good infrastructure and a highly qualified staff have been the strengths of the institute from the very beginning. The established image of the institution draws crowds for admission into the course. ...