Rafiq and Ahmed [12] and Lings [13] argue that the scope of the
literature on internal marketing is enormous though its boundaries are
ambiguous. This structure stems especially from administrative skill
and organizational difference [14]. In criticising the IM discourse,
Hales provides a demonstration of the pervasive “managerialist”
perspective on IM. He is critical of the literature on internal
marketing as an approach to human resource management (HRM). In
recognition of a diversity of meaning and usage, Hales holds that
internal marketing to date has had an ambiguous conceptual status.
From his analysis, a number of limitations are identified which can be
used more generally to reconsider the application of internal
marketing