This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success.

This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

chapter 1|20 pages


chapter 2|12 pages

Thoughts on Internal Marketing

chapter 3|14 pages

Internal Marketing Dimensions

chapter 5|18 pages

Implementation Strategy

chapter 6|17 pages

Models of Internal Marketing

chapter 8|15 pages

Service Journey of Internal Marketing

chapter 9|16 pages

Mechanism of Internal Marketing

chapter 10|8 pages

Reorientation of Total Quality Management

chapter 11|17 pages

Internal Marketing and Market Orientation

chapter 12|16 pages

Internal Marketing and Service Quality

chapter 13|14 pages

Internal Marketing and Commitment

chapter 14|20 pages

Thoughts on Internal Marketing