AUTHOR
Aspgren, Christine; Granqvist, Camilla

DATE
2003-02-20

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
Internal marketing is a part of relationship marketing, and is especially important in service companies, where the service encounter is intense and central. In these companies it is of great importance to recruit the appropriate people and the front-line staff must be well informed about the offers of the company. The purpose of this study is to describe the internal marketing in service companies and to fulfill this aim we have completed a case study including three interviews at a bank. Our conclusions are that internal marketing can be used for many different reasons and lead to several positive effects for the company; even though the effects can be difficult to measure. Internal marketing can be accomplished in several ways, but the business concept should permeate everything the company does, in order to have a main theme and to mediate the same message internally and externally.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/036--SE / NR 2003:036