Marketing Trust Internally

Catherine Dodd

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    Internal marketing and trust have attracted significant attention in marketing literature over the course of the last two decades. The focus of internal marketing is the management of relationships between employees in order to have motivated and customer conscious personnel (Gronroos 1981). Trust is considered a fundamental ingredient in the development and maintenance of all organisational relationships (Svensson 2001). Therefore, higher levels of trust should enhance the success of internal marketing. The purpose of this paper is to examine trust and internal marketing through a content analysis of research conducted within one case organisation over the past five years. As a result of the analysis preliminary propositions are developed to be tested in an in-depth case study of the organisation.
    Original languageEnglish
    Title of host publicationANZMAC 2006
    Subtitle of host publicationAdvancing Theory, Maintaining Relevance
    EditorsYunus Ali, Maria van Dessel
    Place of PublicationBrisbane, Australia
    PublisherQueensland University of Technology
    Pages1-8
    Number of pages8
    ISBN (Electronic)1741091399
    Publication statusPublished - 2006
    EventAustralian and New Zealand Marketing Academy Conference - Brisbane, Australia, Australia
    Duration: 04 Dec 200606 Dec 2006

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    CountryAustralia
    Period04/12/0606/12/06

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