Internal marketing: Focus on practice

Anosike, Uchenna Paschal; Ahmed, Pervaiz Khalid

Abstract

Most studies in Internal Marketing (IM) are divorced from the realities that management practitioners encounter in the flow of everyday organisational life. Although some studies have called for the incorporation of practitioner 'voice' in IM research, such calls have often been ignored. This paper therefore, is an attempt at giving 'voice' to practitioners. Based on a qualitative study of perspectives drawn from multi-sector businesses in two functional areas-Marketing and Human Resources Management, the paper presents practitioners' understanding of the IM concept vis a vis the literature. Our findings indicate that interdepartmental conflicts between marketers and HR practitioners as purported in the literature are rarely evident in practice. The paper concludes with implications for managers and the academic community. © 2009 Inderscience Enterprises Ltd.

• Journal Article Type: Article
• Online Publication Date: Jul 13, 2009
• Publication Date: Jul 13, 2009
• Deposit Date: Apr 16, 2023
• Journal: International Journal of Management Practice
• Print ISSN: 1477-9064
• Electronic ISSN: 1741-8143
• Publisher: Inderscience
• Peer Reviewed: Peer Reviewed
• Volume: 3
• Issue: 4
• Pages: 369-382
• DOI: https://doi.org/10.1504/IJMP.2009.026962
• Keywords: Internal marketing; human resource management; HRM; marketing management; interdepartmental conflicts; management practice; academic research
• Public URL: https://uwe-repository.worktribe.com/output/10629658
• Publisher URL: https://www.inderscienceonline.com/doi/abs/10.1504/IJMP.2009.026962