Dissemination of marketing information to employees
Communication is the means by which organizations transfer information from one entity
to another; that is, disseminate information (Johlke & Duhan, 2000). Consequently, it
affects the performance of frontline staff. Information dissemination is an important
prerequisite to align employees’ attitudes and behaviors with the organization’s goals
(Guest & Conway, 2002). In the context of internal marketing orientation, all employees
must be treated as customers; this means the creation of specifications, the creation of
awareness, and the identification of expectations through market research. Organizations
have to segment the employees and tailor specific strategies for each segment. The pro-cedures implemented may be examined through staff climate monitors (Ahmed, Rafiq, &
Saad, 2002; Hogg et al., 1998).