Abstract
Internal marketing of a firm’s marketing strategy is viewed as important to the success of implementing its external marketing strategies. This paper assesses two approaches for implementing internal marketing programs. First, the traditional marketing mix framework is discussed. Then, internal marketing based on the relationship marketing paradigm is presented. The purpose of presenting these two approaches is not to advocate one approach over the other. Instead, the two approaches are presented as alternative paths that can be used to reach the same goal, successful implementation of marketing strategy.
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Roy, D.P., Smith, R.K., Clow, K.E. (2015). Assessing Implementation Approaches For Internal Marketing Programs. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_16
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DOI: https://doi.org/10.1007/978-3-319-11885-7_16
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