Marketing in Professional Services: A Cross-Sectional Exploration into the Application of Internal Marketing

Lanchi Snell, Lesley White, Pamela Matters

Research output: Book chapter/Published conference paperConference paper

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Abstract

This study provides empirical evidence which suggests that professional services organisations within Australia do not readily identify or understand internal marketing (IM). This is despite IM's 20 year evolvement and its seemingly close conceptual alignment to marketing and human resources management. The findings indicate that IM is practised, albeit with varying degrees of sophistication, in order to execute wide ranging projects related to marketing and human resources (HR). Multiple cases were used to allow for rich theory building, with seven organisations including management consulting, accounting, law and financial services. A total of 19 in-depth interviews were conducted with internal users (client-facing personnel) and enabling (marketing and HR) practitioners. It was found that IM is not a readily identified term and its application is predominantly within functional boundaries, despite a philosophical appreciation of its potential organisation-wide benefit and importance for the organisation.
Original languageEnglish
Title of host publicationAdvancing theory, maintaining relevance
EditorsElizabeth Macpherson, Ingrid Larkin
Place of PublicationBrisbane, Queensland
PublisherQueensland University of Technology
Pages7
Number of pages1
ISBN (Electronic)1741071593
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia
Duration: 05 Dec 200607 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference
CountryAustralia
Period05/12/0607/12/06

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  • Cite this

    Snell, L., White, L., & Matters, P. (2006). Marketing in Professional Services: A Cross-Sectional Exploration into the Application of Internal Marketing. In E. Macpherson, & I. Larkin (Eds.), Advancing theory, maintaining relevance (pp. 7). Queensland University of Technology.