ABSTRACT
This chapter clarifies the practical issues associated with internal marketing that have emerged from various aspects and considers future prospects regarding internal marketing in practice. The idea of internal marketing is to consider all employees and departments of an organization as customers. In general, a firm's customers are those from whom it receives revenue in exchange for the products or services that it provides. The styles of marketing that firms should choose are divided into four categories according to the degree of customer orientation in external marketing and internal marketing: integrated marketing, short-term aggressive marketing, tranquil marketing, and no marketing. This framework is called the IM-EM matrix. Internal marketing strategies are not always developed, and relevant activities in an organization are not always maintained in a seamless manner. Four typical issues can be considered: resistance to change, interdepartmental conflict, intradepartmental conflict, and lack of individual responsibility.
