Page 168 - E1 Integrated Workbook STUDENT 2018

Chapter 12

Internal marketing

Internal marketing is the means of applying the philosophy and
practices of marketing to the organisation’s employees. It is the
process of motivating and training employees so that:

 they work effectively together

 they develop an understanding of how their tasks and the way they perform
them, impact the customer’s perception of the organisation and their future
loyalty with the organisation.

The internal market can be segmented based on how close employees are to
external customers:

Involved in Not involved in
organisation’s organisation’s
marketing marketing
activities activities

Regular contact with customer Contractors Modifiers

No regular contact with customer
Influencers Isolateds

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