Building an internal marketing management calculus

Abstract

Internal marketing is increasingly important to organisations, but it has proven to be a difficult implementational challenge for managers. The author reviews the current primary internal marketing conceptual models. The paper identifies the five major difficulties managers find in developing and implementing an internal marketing programme. From that, it provides a model for a financially based integrated internal marketing management development and allocation calculus approach. This process starts with customers and works back through employee behaviours. It places a financial value on changed employee behaviours so that internal marketing can be treated as an investment and return process.

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