Practising internal marketing in secondary public education: development of an integrated model

Christina Thomaidou Pavlidou and Andreas Efstathiades

International Journal of Economics and Business Research, 2020, vol. 20, issue 1, 1-40

Abstract: The aim of this study is to investigate the existence of internal marketing (IM) strategies in secondary public schools, providing suggestions to principals and policy-makers for their application. Based on the literature review, a conceptual model of IM strategies has been developed to test on secondary public schools in Cyprus. The structural equation modelling (AMOS) software used for data analysis showed that a range of IM strategies are absent from secondary public schools and there is a positive relationship between relationship development, human resource management (HRM) and education process and internal customer segmentation (EPICS) strategies respectively to IM in the public secondary schools.

Keywords: internal marketing; education; high schools; secondary public education; HRM; human resource management; relationship development; education process; internal customer segmentation. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijecbr:v:20:y:2020:i:1:p:1-40

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