Internal Marketing: A Model for Implementation and Development

Maria Cristina Bohnenberger
Serje Schmidt
Cláudio Damacena
Francisco Julio Batle Lorente



Internal marketing (IM) is increasingly recognized as a tool to institutionalize organizational values, improve employee commitment and enhance customer satisfaction. Its implementation and development, however, have not been sufficiently supported by the literature. A theoretical model would contribute to its conceptual development and facilitate its application in the organization, enabling to achieve strategic objectives such as customer orientation, organizational commitment, and organization performance. This reflective paper proposes a theoretical model for implementing and developing IM in organizations, by summarizing and integrating the literature. It identifies the evolution and the different theoretical approaches, such as: (a) the employee as a customer of the organization; (b) IM as a process; and (c) the culture of external customer orientation. The proposed model considers IM as a path for performing the strategic management of human resources through the marketing perspective, enhancing the need of both areas to work collaboratively.


internal marketing; customer orientation; internal customer

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