Internal Marketing: A Systematic Review

Jingqi Qiu · Achilleas Boukis · Chris Storey

62 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Marketing and Advertising Strategies Employer Branding and e-HRM Employee Performance and Motivation

Abstract

Responding to the inadequacies and fragmentation of the Internal Marketing (IM) literature, this paper delivers a systematic review and synthesis of IM research. Based on an analysis of 349 articles, this work maps the evolution of IM research and identifies four distinct periods and six aggregated dimensions of IM research as determinants of employees’ responses to IM adoption. This article re-organizes IM knowledge and provides an integrated framework, in an attempt to address the limitations of contemporaneous IM knowledge. This paper contributes to the ongoing debate about the IM concept and its scope and presents an agenda for researchers.

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References

2009A Multi‐Dimensional Framework of Organizational Innovation: A Systematic Review of the Literature 1992Marketing Services: Competing Through Quality 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase 2011Value co-creation in service logic: A critical analysis 2011Understanding the Elusive Black Box of Dynamic Capabilities 2015The Meaning, Antecedents and Outcomes of Employee Engagement: A Narrative Synthesis 2014Challenges and solutions for marketing in a digital era 2000Advances in the internal marketing concept: definition, synthesis and extension

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2023Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organisations 2022Service beyond the status quo: the ripple effect of corporate social responsibility and internal marketing on employee's customer-oriented behavior 2022Knowledge structure of Chief Marketing Officers (CMOs): A review, bibliometric analysis, and research agenda 2024The Importance of Internal Marketing in Achieving Job Satisfaction and Organizational Success

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