Internal Marketing: Directions For Management

Internal Marketing The term internal marketing was coined originally in the 1970s for a management approach to building and retaining service delivery competence. Today, the term has been applied to a broader range of management and social interests. By bringing together a multi-disciplinary set of contributions from leading writers in the field of service marketing and management, this volume represents a muchneeded resource of the current ‘state of the art’ research and conceptual development in internal marketing. Comprising new theoretical and empirical work, and case studies based on a wide range of sector and industry applications, Internal Marketing identifies key themes and issues, including: • • • • • • • a social model of marketing a human resources management perspective marketing and service management quality management organisational development corporate identity, image and reputation corporate communication Richard J. Varey is a specialist in the communication perspective on management. He is Director of the Corporate Communication Research Unit and Associate Head of School responsible for Research at the Graduate School of Management at the University of Salford. Barbara R. Lewis is Professor of Marketing at the Manchester School of Management. Her teaching and research interests are focused on the marketing of services, and in particular service quality issues. She is co-author of Services Marketing: A European Perspective. Internal Marketing Directions for Management Edited by Richard J. Varey and Barbara R. Lewis London and New York First published 2000 by Routledge 11 New Fetter Lane, London EC4P 4EE Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001 Routledge is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2002. © 2000 selection and editorial matter, Richard J. Varey and Barbara R. Lewis; individual chapters, the contributors All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Internal marketing : directions of management / edited by Richard J. Varey and Barbara R. Lewis. p.cm. Includes index. 1. Marketing–Management. 2. Marketing channels. 3 Market segmentation. I. Varey, Richard J., 1955- II. Lewis, Barbara R. HF5415.13 .I577 2000 658.8'02–dc21 00–022193 ISBN 0–415–21318–5 (pbk) ISBN 0–415–21317–7 (hbk) ISBN 0-203-20735-1 Master e-book ISBN ISBN 0-203-20738-6 (Glassbook Format) Contents List of illustrations Notes on contributors Preface Acknowledgements viii x xv xviii PART I Context 1 From hierarchy to enterprise: internal markets are the foundation for a knowledge economy 1 3 WILLIAM E. HALAL PART