Internal marketing: a bird’s-eye perspective

An internal marketing is one of the new topics in the field of management, as it represents the relationship between employees and the organization in the triangle of marketing relations and the field of human resources management, as it requires attention, development, and strengthening the relationship with employees, just as the philosophy of internal marketing goes further from that, it tries to link the HR department to the marketing department by describing employees as internal customers. The study also found, through the theoretical framework, that the application of internal marketing practices in organizations contributes to increasing employee satisfaction and also helps in improving their performance and developing their capabilities and skills to provide services of a distinct level of quality to the customer. The marketing role has become not just the task of providing goods for sale, but also the task that concerns working people and prepares them as internal customers in the organization, providing them with benefits and services and working to increase their capabilities and skills and then increase their satisfaction and improve the level of their performance. Several organizations, in particular services organizations, have realized the benefits that can be derived from the adoption of the strategy of internal marketing, where through this strategy, the organization gets working employees with good expertise and skills that prepare them to take responsibility, and provide customers with high-quality services. This paper contributes to a better understanding of Internal Marketing by adopting a bird’s eye perspective of the available scholarly literature ranging from 2000 to 2018 to explore the conceptual boundaries of internal marketing. Findings reveal that the term internal marketing has become the most debated topics of 21st century among Marketing team, HR professionals and academicians which leads toward high performance with successful achievement of personal and organizational ambitions.