At the end of the chapter you will be able to: ■ Apply marketing communications in different organisational contexts
INTRODUCTION This chapter focuses on internal communication – something often neglected by many organisations – where the main aim is to engage with the customer. Customers do not exist solely externally, they also exist within organisations, and while in practice they may be called staff, they are also customers and they are also stakeholders. However, all too often staff and organisations forget this and the internal structures do not mirror the external environment leading to confusion and frustration. Internal marketing seeks to achieve the same level of enthusiasm for the organisation’s products as would be expected from its external customers.