Internal Marketing : Another Approach to Marketing for Growth book cover
1st Edition

Internal Marketing
Another Approach to Marketing for Growth

ISBN 9781138651104
Published April 17, 2017 by Routledge
242 Pages 50 B/W Illustrations

FREE Standard Shipping
USD $160.00

Prices & shipping based on shipping country


Book Description

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.

Table of Contents


1 Purpose and structure of this book

2 The basic concept of internal marketing

3 Internal marketing and R&D

4 Empirical investigation on the integration of marketing and R&D

5 Internal marketing and sales

6 Internal marketing and human resource management

7 Internal marketing of services

8 Major issues and practical proposals

9 Summary and topics for future research

View More



Tatsuya Kimura is Professor at the Graduate School of Business and Finance, Waseda University, Japan.