Key questions regarding internal 
   marketing
     Where does it fit within an organization’s 
       marketing plans, or within its strategic 
       plans?
      Who should do it -- marketing, human 
       resources, public relations?
      What can organizations learn from each 
       other?
      What does the diverse literature say?
                            
     Definitions:
    Selling the firm to its employees (Grönroos, 1981)
     The process of attracting, developing, motivating, and 
      retaining qualified employees through job-products 
      that satisfy their needs (Berry & Parasuraman 1991)
     Building customer orientation among employees by 
      training and motivating both customer contact and 
      support staff to work as a team (Kotler & Armstrong 1991)
     A process by which employee satisfaction is leveraged 
      to positively impact the bottom line. Satisfied 
      employees strengthen relationships among all critical 
      stakeholders. (Williams, Business & Economic Review, 1997)
                                   
    Definition -- (Joseph 1996) 
    The application of marketing, human 
      resources management, and allied theories, 
      techniques, and principles to motivate, 
      mobilize, co-opt and manage employees at 
      all levels of the organization to continuously 
      improve the way they serve external 
      customers and each other. Effective internal 
      marketing responds to employee needs as it 
      advances the organization’s mission and 
      goals.
                              
    Customer- and employee-focused
     It demands an integrative approach
     Internal customers -- the idea that 
      organizational departments serve 
      each other
     It encompasses all employees
                           
     Carlzon’s ‘moments of truth’ shaped 
      by employees by the way they:
        look
        act
        talk
        interact with each other
        including facial expression, demeanor 
         and personality