1st Edition

Human Resource Management and Internal Marketing

By Teena Mishra Copyright 2023
    240 Pages 34 B/W Illustrations
    by Routledge

    240 Pages 34 B/W Illustrations
    by Routledge

    This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success.

    This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

    1. Introduction 
    2. Thoughts on Internal Marketing 
    3. Internal Marketing Dimensions 
    4. Significance of Internal Marketing in the 21st Century 
    5. Implementation Strategy 
    6. Models of Internal Marketing 
    7. Internal Marketing, Human Resource Management, and Technology 
    8. Service Journey of Internal Marketing 
    9. Mechanism of Internal Marketing 
    10. Reorientation of Total Quality Management 
    11. Internal Marketing and Market Orientation 
    12. Internal Marketing and Service Quality 
    13. Internal Marketing and Commitment 
    14. Thoughts on Internal Marketing


    Teena Mishra holds a PhD. in Management.