Abstract
Internal marketing (IM) as one of the key concepts in the marketing discipline has often been seen as duplicating many of the core understanding of human resource management (HRM). This is predominantly so as the focus of IM is the internal customer of the organization or more precisely the employees. While IM recognizes the importance of treating the internal customers very much like external customers, how this is actually executed within the organizational context is not often conceptualized firmly. This paper establishes the similarities of IM executions with specific HRM practices and relates how these are integrated to influence employee performance. Unlike many previous studies that linked IM with organizational performance or customer satisfaction, this paper proposes to assess the link between IM practices and employees’ performance where the focus is essentially on employees’ behaviour in terms of their satisfaction in the work place.
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Zainal Abidin, H.A., Mohd Roslin, R., Kamaluddin, N. (2018). Internal Marketing and Employees’ Performance: Relating Marketing Strategies in Human Resource Efforts. In: Noordin, F., Othman, A., Kassim, E. (eds) Proceedings of the 2nd Advances in Business Research International Conference. Springer, Singapore. https://doi.org/10.1007/978-981-10-6053-3_1
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