Internal marketing
No discussion relating to the ease, or otherwise, of implementation
would be complete without considering the potential use of internal
marketing. Internal marketing focuses on the relationship between the
organization and its employees. Berry and Parasuraman (1991) define
the process in terms of viewing employees (or groups of employees) as
internal customers.
Definitions of this type encompass the work traditionally within the
remit of the personnel/human resource management function (recruitment,
training, motivation, etc.). Few would argue with the importance
of staff in relation to implementation. Therefore, can marketing
techniques be used to motivate employees and ease the path of project
implementation?
By applying the