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Using Organizational Culture to Design Internal Marketing Strategies

Using Organizational Culture to Design Internal Marketing Strategies Considers how recent concerns with service quality have led toincreased awareness of the importance of the role of the frontlineemployee, the service provider. Describes how internal marketing hasbeen instrumental in raising service providers performance. Develops amethod, drawing on organizational literature, for identifying segmentsof the service organization which can be targeted by internal marketing.Argues that the service marketer should view employees ascustomers who can be analysed using marketing techniques,thereby enabling the enhancement of service quality. Includes detailedrecommendations and an appendix. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Using Organizational Culture to Design Internal Marketing Strategies

Wasmer, D.J.; Bruner, Gordon C.
Journal of Services Marketing , Volume 5 (1): 12 – Jan 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049110035468
Publisher site
See Article on Publisher Site

Abstract

Considers how recent concerns with service quality have led toincreased awareness of the importance of the role of the frontlineemployee, the service provider. Describes how internal marketing hasbeen instrumental in raising service providers performance. Develops amethod, drawing on organizational literature, for identifying segmentsof the service organization which can be targeted by internal marketing.Argues that the service marketer should view employees ascustomers who can be analysed using marketing techniques,thereby enabling the enhancement of service quality. Includes detailedrecommendations and an appendix.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jan 1, 1991

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