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Internal market orientation and its influence on organisational performance

✍ Scribed by Tortosa, Vicent; Moliner, Miguel A.; Sánchez, Javier

Book ID
118270386
Publisher
Emerald Group Publishing Limited
Year
2009
Tongue
English
Weight
229 KB
Volume
43
Category
Article
ISSN
0309-0566

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The 1970s introduced internal marketing (IM) as a solution for the companies that sought to offer superior customer service. After 30 years though, IM practice remains limited, probably because their majority lack the proper underlying philosophy. An ''internal-market orientation'' (IMO), the equiva