European Journal of Marketing: Volume 37 Issue 9

Internal marketing issues and challenges

Pervaiz K. Ahmed, Mohammed Rafiq

This commentary discusses the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy. Issues addressed…

Internal service barometers: Conceptualization and empirical results of a pilot study in Switzerland

Manfred Bruhn

This paper deals with services provided within an organization, outlining a model to measure internal customer satisfaction and perceptions of internal quality. Adapting the…

Identifying the determinants of internal marketing orientation

Pete Naudé, Janine Desai, John Murphy

Internal marketing orientation is an area within the broader market orientation that remains relatively under‐researched. Utilising the internal marketing orientation (IMO) scale…

Internal marketing and the mediating role of organisational competencies

Pervaiz K. Ahmed, Mohammed Rafiq, Norizan M. Saad

The paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the…

A relationship‐mediated theory of internal marketing

David Ballantyne

This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that…

Internal customer: by design or by default

Peter Mudie

The core concept of “customer” in marketing began as a buyer of business goods and services. It was extended into non‐business areas such as education, health, politics and…