Developing an integrative model of internal and external marketing

Volume: 21, Issue: 7, Pages: 637 - 649
Published: Dec 1, 2013
Abstract
The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as...
Paper Details
Title
Developing an integrative model of internal and external marketing
Published Date
Dec 1, 2013
Volume
21
Issue
7
Pages
637 - 649
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