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A relationship‐mediated theory of internal marketing

A relationship‐mediated theory of internal marketing This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer groups generate new internally valid knowledge critical to the improvement of external market performance. Thus internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. First, the author presents a typology of knowledge exchange patterns within organisations on which internal marketing is based. Second, a four‐phase internal marketing process grounded in case research is presented. Next, the structure of relationship development for internal marketing is described, one which mediates knowledge transfer between the individuals involved and to their organisation as a whole. Finally, the paper offers five propositional statements in support of a relationship‐mediated theory of internal marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A relationship‐mediated theory of internal marketing

European Journal of Marketing , Volume 37 (9): 19 – Oct 1, 2003

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References (53)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560310486979
Publisher site
See Article on Publisher Site

Abstract

This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer groups generate new internally valid knowledge critical to the improvement of external market performance. Thus internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. First, the author presents a typology of knowledge exchange patterns within organisations on which internal marketing is based. Second, a four‐phase internal marketing process grounded in case research is presented. Next, the structure of relationship development for internal marketing is described, one which mediates knowledge transfer between the individuals involved and to their organisation as a whole. Finally, the paper offers five propositional statements in support of a relationship‐mediated theory of internal marketing.

Journal

European Journal of MarketingEmerald Publishing

Published: Oct 1, 2003

Keywords: Internal marketing; Knowledge management; Organizational development; Relationship marketing

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