An internal marketing approach to public sector management

Michael Thomas Ewing · Albert Caruana

123 citations0/0 files storedInternational Journal of Public Sector Management

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Employer Branding and e-HRM Public Policy and Administration Research Human Resource and Talent Management

Abstract

Internal marketing (IM) focuses on acquiring and retaining customer‐oriented employees. Critics of internal marketing claim that the term is simply a synonym for good human resources management. The concepts of internal marketing and human resource effectiveness (HRE), at both a strategic and technical level, are considered and suitable measures identified. Data are collected from the Australian public sector and a moderated regression analysis is used to investigate the hypothesized relationships. The study provides empirical support that there is a valid and distinct demarcation between IM and HRE, and that IM is an important antecedent to HRE.

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References

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