ABSTRACT
This chapter focuses on analysing the present state of internal marketing. On the basis of a literature review, conclusions are drawn about the development and current state of internal marketing. Although internal marketing has been perceived traditionally as a homogenous concept, this chapter will show that internal marketing has undergone interesting changes since its inception some two decades ago. A model for conceptualising internal marketing comprising four perspectives is suggested. It is shown that the transactional research context of the 1980s has affected the internal marketing framework. It is argued that although the emphasis has gradually shifted to relationships, internally the internal marketing framework should be broadened further. A more relevant approach anchored to the ongoing discourse of relationship marketing is required, which is introduced in this chapter as the internal relationship management perspective.
