Service Firms: Interdependence of External and Internal Marketing Strategies

Abstract

Investigates the marketing concept and where it can be found, plus the difference in eras and thoughts. Posits that there are three points to the rationale and examines these in detail. Part one looks at how stakeholders can be considered a ‘market’; the second part looks at how traditional marketing must take into account its internal aspect to succeed externally; part three describes interdependence existing between external and internal ‘constituencies’. Aims to make marketing practitioners more aware of the real degree of freedom left to them by the internal structures and to show some ways in which they can broaden this. Concludes that the fact is that marketing practitioners spend more and more time in internal action, especially in service companies and that ultimately internal marketing expresses the power which marketers use to control internal participants in their external strategy.

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