Internal marketing: focus on practice

Uchenna Paschal Anosike and Pervaiz Khalid Ahmed

International Journal of Management Practice, 2009, vol. 3, issue 4, 369-382

Abstract: Most studies in Internal Marketing (IM) are divorced from the realities that management practitioners encounter in the flow of everyday organisational life. Although some studies have called for the incorporation of practitioner 'voice' in IM research, such calls have often been ignored. This paper therefore, is an attempt at giving 'voice' to practitioners. Based on a qualitative study of perspectives drawn from multi-sector businesses in two functional areas – Marketing and Human Resources Management, the paper presents practitioners' understanding of the IM concept vis a vis the literature. Our findings indicate that interdepartmental conflicts between marketers and HR practitioners as purported in the literature are rarely evident in practice. The paper concludes with implications for managers and the academic community.

Keywords: internal marketing; human resource management; HRM; marketing management; interdepartmental conflicts; management practice; academic research. (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=26962 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmpra:v:3:y:2009:i:4:p:369-382

Access Statistics for this article

More articles in International Journal of Management Practice from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().