INTERNAL

MARKETING

MODELS

DR. ALEJANDRO ALVARADO HERRERA 2022

 INTERNAL MARKETING

Berry Rafiq &

"Viewing employees
as internal customers, viewing jobs

Ahmed
as internal products that satisfy

the needs "Planned effort to overcome

and wants of these internal

customers while addressing the

Christian
organizational resistance to change

and to
objectives of the
organization'"
Grönroos align, motivate and integrate

employees towards the effective

The aim of IM is to
implementation of corporate and

get motivated and

functional strategies"

customer conscious

employees''
DR. ALEJANDRO ALVARADO HERRERA 2022
 KEYPOINTS
Employee motivation and satisfaction.
Customer orientation and customer
satisfaction.
Inter-functional co-ordination and
integration.
Marketing-like approach to the above.
Implementation of specific corporate or
functional strategies.

DR. ALEJANDRO ALVARADO HERRERA 2022

BERRY

1981

DR. ALEJANDRO ALVARADO HERRERA 2022

 CHRISTIAN

GRÖNROOS

1990

DR. ALEJANDRO ALVARADO HERRERA 2022

 RAFIQ
&
AHMED

2000

Source: Rafiq & Ahmed, 2000: 455.

DR. ALEJANDRO ALVARADO HERRERA 2022

HOLISTIC MARKETING
This approach is based on the

development, design and

application of programs, marketing

processes and activities, as it

recognizes the scope and inter-

dependence on the effects they

cause.

Relational
Internal

Marketing Marketing

Integrated
Social

Marketing Marketing
 LINGS

Transactions

between
Service delivery mechanism Customer's visible
1999
internal customers

process

and groups of

Client-company's

suppliers


interface

Internal customer /

groups
of suppliers

UNITED AIRLINES' CASE

UNITED AIRLINES' CASE
UNITED AIRLINES' CASE
TEAM ACTIVITY

In teams choose which

internal marketing models

could be applied to the

problem previously

presented and why.

Prepare a presentation
HOMEWORK
Create a concept map with the main
concepts of internal marketing models
and their differences

Upload a jpg file of the mind map to Canvas.