Strategic Marketing

Lecturer’s Notes for Week 4

Internal Marketing Process and Benefits

Internal marketing is an inward facing marketing process that follows a customer point of reference through

an effective involvement of employees’ capabilities towards customer contact (Proctor & Doukakis, 2003).

In general Internal marketing enables a better employee’ performance, enhance employee’ empowerment,

accountability and overall responsibility of their behavior, develops a better understanding of the

organizational purposes and goals, enable employees to identify their role towards the business while serving

customers.

For a successful Internal Marketing, different management approaches need to be adopted such as:

1) Managers should lead by example and set high standards to different dimensions

2) Each individual goals must be aligned to the achievement of organizational goals

3) Good consistency and uniformity in word while dealing to customers

Further information is provided within the power-point presentation located in the 4

th week’s content

as well to the additional reading material uploaded in this week’s content. References Proctor, T., & Doukakis, I. (2003). Change management: the role of internal communication and employee

development. Corporate Communications: An International Journal, 8(4), 268-277. Available at

http://dx.doi.org/10.1108/13563280310506430