Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Broadening even more the internal marketing concept

Broadening even more the internal marketing concept Purpose – Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through incorporation of happiness in the workplace (HWP) construct. Design/methodology/approach – A conceptual approach is outlined. Findings – This paper provides a theoretical foundation and conceptual framework – based on internal marketing (IM) variables – explaining how goals related to HWP could be achieved. Practical implications – Given that happiness in life is a goal that everyone pursues, and HWP is one of its dimensions, it is suggested that firms could employ it as a strategy to maintain and motivate their best assets (i.e. their employees). It also suggests that work is far beyond a simple exchange process between employers and employees. Thus, given the nature and meaning of work for human beings, it should be treated as a channel whereby people could improve their self‐esteem and could fulfill themselves through their tasks on the job and feel happy. Originality/value – Regarding IMC managerial approach and features, it is sustained that it could more aptly address the issue of HWP. To some degree, the desire of HWP brings about the need of changing the current management mindset that puts people on a secondary role. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Broadening even more the internal marketing concept

European Journal of Marketing , Volume 42 (11/12): 19 – Nov 14, 2008

Loading next page...
 
/lp/emerald-publishing/broadening-even-more-the-internal-marketing-concept-BMW7LCd07s

References (63)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560810903664
Publisher site
See Article on Publisher Site

Abstract

Purpose – Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through incorporation of happiness in the workplace (HWP) construct. Design/methodology/approach – A conceptual approach is outlined. Findings – This paper provides a theoretical foundation and conceptual framework – based on internal marketing (IM) variables – explaining how goals related to HWP could be achieved. Practical implications – Given that happiness in life is a goal that everyone pursues, and HWP is one of its dimensions, it is suggested that firms could employ it as a strategy to maintain and motivate their best assets (i.e. their employees). It also suggests that work is far beyond a simple exchange process between employers and employees. Thus, given the nature and meaning of work for human beings, it should be treated as a channel whereby people could improve their self‐esteem and could fulfill themselves through their tasks on the job and feel happy. Originality/value – Regarding IMC managerial approach and features, it is sustained that it could more aptly address the issue of HWP. To some degree, the desire of HWP brings about the need of changing the current management mindset that puts people on a secondary role.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 14, 2008

Keywords: Employees; Internal marketing; Job satisfaction; Business performance; Motivation (psychology)

There are no references for this article.