ABSTRACT
Internal marketing – as the term implies – is the opposite of or a supplement to external marketing. It requires a boundary between a company and its market and wider environment. However, a series of current business phenomena cause confusion in the drawing of organizational boundaries. Companies are increasingly understood as networks of relationships with fuzzy and variable boundaries to their customers, suppliers and others, as well as to society at large. As a result, internal marketing becomes a troubled concept and we need to pose the question: has it got a future? This chapter will discuss the consequences of new realities of marketing and organization and the need to view internal marketing in a new light.
