ABSTRACT
This chapter considers the type of relationship required between the marketing department and the human resources (HR) department in order to strengthen the organization's customer orientation, from the standpoint of internal marketing. It summarizes previous studies and provides a theoretical background for how employees are regarded as customers from a HR perspective. The chapter examines the feasibility of internal marketing in the human resource management and branding activities conducted firms. The HR department performs tasks related to human resource management, and the marketing department manages tangibles and information. Market segmentation is used not to decentralize a series of marketing activities but to choose groups to whom the firm can likely provide satisfaction and to concentrate marketing efforts on them. In many industries, frontline employees are the main contact points between the firm and customers. There may be cases where the firm generates value only when all contact points between customers and the firm or its products.
