IUP Publications Online
Home About IUP Magazines Journals Books Archives
     
Recommend    |    Subscriber Services    |    Feedback    |     Subscribe Online
 
  The IUP Journal of   Brand Management :
Internal Marketing and Internal Branding in the 21st Century Organization
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 

The paper provides insight into the concepts of internal marketing and internal branding. The internal marketing concept stresses that people need to form relationships with the company, the brand, co-workers, and management. Internal branding, akin to internal marketing, has been described as the “sum of a company’s efforts to communicate to existing and prospective staff that it is a desirable place to work” (Lloyd, 2002, p. 65). Both concepts stress the importance of the employee and the employee’s experience in the organization ultimately leading to a quality experience for the consumer. Lastly, this paper seeks to explore applications of these concepts in the current organizational environment.

 
 
 

Internal marketing is a concept that in infantile stages was propagated in the late 1970s and early 1980s. This is when there was a move from only focusing on external consumers to also focusing on internal constitutes. Gronroos (1981) wrote, “The major thrust of the internal marketing concept is that by treating employees as internal customers, one can ensure higher employee satisfaction and, subsequently, the development of a more customer-conscious, market-oriented, and sales-minded work force” (Gronroos qtd. in Mishra, 2009, p. 186).

Berry (1976) was among the first people to propose internal marketing as a solution to “the problem of delivering consistently high quality of service” (Berry qtd. in Mishra, 2009, p. 187). Berry developed these ideas of internal marketing, “because people were the most common form of service delivery, their actions probably had a major impact on customer acquisition, retention and migration and thus the definitive success of the firm” (qtd. in Mishra, 2009, p. 188). Internal marketing is the philosophy of treating employees as customers, indeed ‘wooing’ employees, and is the strategy of shaping job-products to fit human needs (Berry and Parasuraman qtd. in Cahill, 1996, p. 3). Internal marketing is about people who work inside the organization and having them ‘buy into’ to the corporations’ policies, values, products, and brand.

 
 
 

Brand Management Journal, Internal marketing , Internal branding,Quality experience for the consumer, Organizational Communication, Organizational Cultural Elements.