Marketing services to satisfy internal customers

Abstract

Industrial marketing is generally viewed from the vantage point of firms marketing to other firms. Yet organizations devote extensive resources to situations where managers market their capabilities to other units within the same firm. Presents a case study of industrial health and safety to emphasize internal marketing concepts that managers and staff professionals should use to strengthen their internal contribution to company objectives. The case has implications for managers who deal with internal marketing problems of many in‐house services such as information systems, market research, data processing, education and training and other functions. Staff unit managers in a range of disciplines who want to serve internal publics better can effectively market their services internally by understanding and responding to internal decision processes and expectations. Moreover, internal customers will receive higher quality services if these staff functions focus their capabilities on meeting or exceeding management expectations.

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