chapter
Introduction
Pages 3

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses the present state and future outlook of internal marketing. It aims to achieve three research goals: The first is to comprehensively review internal marketing research carried out in the past. Modern marketing systems were shaped primarily in the United States. The field of internal marketing, with its roots in the work of Northern European researchers such as Christian Grönroos and Richard Normann, has not yet entered the mainstream of marketing. The second goal is to bring about, based on achievement of the first goal, a new viewpoint on internal marketing, which, as opposed to external marketing targeting consumers, is geared toward internal customers. The third goal is to provide a workable proposition to anyone who excels in handling practical business matters.