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.
|Title of host publication||Advancing theory, maintaining relevance|
|Editors||Elizabeth Macpherson, Ingrid Larkin|
|Place of Publication||Brisbane, Queensland|
|Publisher||Queensland University of Technology|
|Number of pages||1|
|Publication status||Published - 2006|
|Event||Australian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia|
Duration: 05 Dec 2006 → 07 Dec 2006
|Conference||Australian and New Zealand Marketing Academy (ANZMAC) Conference|
|Period||05/12/06 → 07/12/06|
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.