TY - JOUR
T1 - Internal marketing
T2 - A means for creating a sales or marketing orientation? The case of UK retail banks
AU - Papasolomou-Doukakis, Ioanna
PY - 2002/6
Y1 - 2002/6
N2 - 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.
AB - 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.
KW - Internal marketing
KW - Internal marketing communications
KW - Marketing orientation
KW - Sales orientation
UR - http://www.scopus.com/inward/record.url?scp=0346438728&partnerID=8YFLogxK
U2 - 10.1080/13527260210142338
DO - 10.1080/13527260210142338
M3 - Article
AN - SCOPUS:0346438728
SN - 1352-7266
VL - 8
SP - 87
EP - 100
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 2
ER -