Challenges and Opportunities for Internal Marketing Research

The purpose of this essay is to analyze the concept of internal marketing and the main applied research findings, in order to determine the opportunities and challenges it faces. A literature review about the theme in relation to its conceptualization was made, analyzing orientation to internal clie...

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Published inRevista de ciencias sociales (Maracaibo, Venezuela) Vol. 17; no. 1; pp. 110 - 125
Main Authors Mendoza Moheno, Jessica, Hernandez Calzada, Martin A, Tabernero Urbieta, Carmen
Format Journal Article
LanguageSpanish
Published 01.01.2011
Subjects
Marketing
Markets
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Summary:The purpose of this essay is to analyze the concept of internal marketing and the main applied research findings, in order to determine the opportunities and challenges it faces. A literature review about the theme in relation to its conceptualization was made, analyzing orientation to internal clients as a central element of internal marketing, differentiating it from market orientation. The principle findings about applied research are highlighted. Finally, the opportunities and challenges of internal marketing are described. Adapted from the source document.
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ISSN:1315-9518