Internal marketing: A means for creating a sales or marketing orientation? The case of UK retail banks

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11 Citations (Scopus)


The concept of 'internal marketing' has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. This paper discusses the findings of an exploratory case study carried out within 35 UK high street retail banks. Internal marketing is an initiative adopted by the organizations studied in order to nourish a marketing orientation. The implementation approach shapes the nature and form of the internal marketing communications that organizations adopt. Even though UK retail banks intend to implement internal marketing effectively, in reality the current implementation approach appears to be counter-productive to the achievement of the core aims of the initiative. The core finding from this exploratory research suggests that there are substantial barriers to the successful implementation of internal marketing within the banks studied, barriers such as the focus on short-term sales goals, the lack of a formal and 'holistic' implementation approach and the creation of 'personnel discrimination' and negative internal competition.

Original languageEnglish
Pages (from-to)87-100
Number of pages14
JournalJournal of Marketing Communications
Issue number2
Publication statusPublished - Jun 2002


  • Internal marketing
  • Internal marketing communications
  • Marketing orientation
  • Sales orientation

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