ABSTRACT
Internal Marketing (IM) is essential however, despite being a well-established concept it is often poorly practised. Appropriate definitions are offered. To understand IM’s role, Marketers must recognise the orientation of their company. An Internal Marketing Orientation (IMO) derives from a Marketing Orientation (MO) the benefits of which are identified herein. The chapter concludes by considering IM’s influence on the Mix, strategic decisions and barriers to implementation.
