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References (4)
-
E. Gummesson (1987)
USING INTERNAL MARKETING TO DEVELOP A NEW CULTURE—THE CASE OF ERICSSON QUALITYJournal of Business & Industrial Marketing, 2
-
A. Parasuraman (1987)
CUSTOMER‐ORIENTED CORPORATE CULTURES ARE CRUCIAL TO SERVICES MARKETING SUCCESSJournal of Services Marketing, 1
-
10.1108/02634509110003646
-
10.1037/h0054346
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0025-1747
- DOI
- 10.1108/00251749210011133
- Publisher site
- See Article on Publisher Site
Abstract
Describes organizationalorganismic parallels in the context of thenatural need for internal marketing. The need for internalmarketing, especially within service organizations, is commonlyrecognized, but its implementation is considerably more difficult thanits planning. Attitude barriers unreceptiveness to marketingphilosophy may exist even in the higher levels of management, wherethey are potentially more difficult to change, yet changing them willhave the greatest effect on the organization. Suggests that one strongargument which could be used is the organismic metaphor, which drawsparallels between organizations and organisms.
Journal
Management Decision – Emerald Publishing
Published: Feb 1, 1992