Human Resource Management and Internal Marketing

241 Pages·2022·7.946 MB·English

by  Teena Mishra

Human Resource Management
and Internal Marketing
This book explains various key concepts of internal marketing and its relation
to human resource management, commitment, service quality, market
orientation, etc. Various human resource models are insufficient to define
internal marketing. Therefore, there is a need to focus on the models and
key concepts of human resource management and internal marketing and in
what way they contribute to organizational success. It involves motivation,
internal market research, internal communication, internal segmentation,
employee retention, inter-functional coordination, and internal branding.
The current need for human resource management is to link human resource
management and marketing practices which are called internal marketing.
Internal marketing plays an eminent role in organizational success.
This book helps students, practitioners, start-ups, and educationists. This
is a research monograph that will assist an organization to decide the future
of human resource management as well as organizational development.
This book is for marketing as well as human resource discipline, as internal
marketing is the integration of marketing and human resource management.
Due to new technology, globalization, and liberalization market need and
demand are also changing, thus it is necessary to understand new trends in
the application of human resources. Therefore, it is necessary to motivate
and satisfy internal customers and make them market and skill-oriented.
Teena Mishra holds a Ph.D. in Management.
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For more information about this series, please visit: www.routledge.com/
Routledge-Advances-in-Management-and-Business-Studies/book-series/
SE0305
Human Resource
Management and
Internal Marketing
Teena Mishra
First published 2023
by Routledge
605 Third Avenue, New York, NY 10158
and by Routledge
4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2023 Teena Mishra
The right of Teena Mishra to be identified as author of this work has
been asserted in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or retrieval
system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Names: Mishra, Teena, 1984- author.
Title: Human resource management and internal marketing/Teena Mishra.
Description: 1 Edition. | New York, NY: Routledge, 2023.
Series: Routledge advances in management and business studies |
Includes bibliographical references and index.
Identifiers: LCCN 2022036653 | ISBN 9781032209364 (hardback) |
ISBN 9781032209401 (paperback) | ISBN 9781003266013 (ebook)
Subjects: LCSH: Personnel management. | Marketing – Management. |
Organizational effectiveness.
Classification: LCC HF5549. M52778 2023 | DDC 352.6–dc23/
eng/20220803
LC record available at https://lccn.loc.gov/2022036653
ISBN: 978-1-032-20936-4 (hbk)
ISBN: 978-1-032-20940-1 (pbk)
ISBN: 978-1-003-26601-3 (ebk)
DOI: 10.4324/9781003266013
Typeset in Bembo
by Apex CoVantage, LLC
Contents
List of Figures x
List of Tables xi
List of Boxes xii
Acknowledgments xiii
Acronym xiv
Preface xv
1 Introduction 1
Introduction 1
Internal Marketing 3
Definition of Internal Marketing 3
Evolution of Internal Marketing 5
Concept of Internal Marketing 7
Aim of Internal Marketing 8
Objectives of Internal Marketing 9
Internal Customers 10
Internal Customer Service 11
Categorization of Internal Customers 11
Internal Marketing and Human Resource Management 13
Process of Human Resource Stages 14
Conclusion 17
2 Thoughts on Internal Marketing 21
Introduction 21
Thoughts of Internal Marketing 21
Principles of Internal Marketing 26
Conclusion 30
3 Internal Marketing Dimensions 33
Introduction 33
Studies on Internal Marketing Dimensions 35
vi Contents
Internal Marketing Dimensions 36
Dimension of Internal Marketing Related to Human
Resources 38
Studies on Internal Marketing Dimensions 38
Conclusion 41
4 Significance of Internal Marketing in the 21st Century 47
Introduction 47
Significance of Internal Marketing 48
Case Studies on Internal Marketing 49
Internal Service Quality Study (Case Study of Hotel Soaltee
Crowne Plaza (SCP), one of the 5-Star Deluxe Hotels
in Nepal) 52
Case Study on Employee Empowerment in HDFC Bank 53
Inside-Out Approach 56
Implementing Brand Voice 57
Meaning of Brand Voice 57
Conclusion 60
5 Implementation Strategy 63
Introduction 63
Meaning of Internal Marketing Process 64
Internal Marketing Implementation 64
Phases of Internal Marketing Implementation 65
Process of Internal Marketing by Dr. K.S. Jaiswal et al. 67
Case Studies on Internal Marketing Implementation 74
Building and Sustaining Strong Corporate Brand Through
Internal Marketing: Case Study of UNISON, Britain’s
Biggest Trade Union 76
Conclusion 78
6 Models of Internal Marketing 81
Introduction 81
Internal Marketing Models 83
Internal Marketing Approach 83
Empirical Studies on Internal Marketing Models 83
The Model Proposed for Internal Marketing 93
Adaptation to Work 94
External Communication 94
Market Research 95
Conclusion 95
Contents vii
7 Internal Marketing, Human Resource Management,
and Technology 98
Introduction 98
Evolution of Human Resource Management 99
Modern Human Resource Management 102
Human Resource Management and Internal Marketing 102
Technology Reformed Internal Marketing and Human
Resource Management 103
Wearables 108
Self-Charging Phones and Wireless Electricity 108
Conclusion 109
8 Service Journey of Internal Marketing 111
Introduction 111
Internal Marketing and Service Organizations 112
Internal Marketing as Organizational Coaching 114
Internal Marketing Works as a Strategy 114
Internal Marketing Is to Create Awareness and
Development 115
Internal Marketing Is an Innovative Phenomenon 115
Three Groups of Internal Marketing Components 115
Positive Internal Relationships Make an Impact
on Employees’ Work Experience 116
Work–Life Balance 116
Modern Mix of Marketing Components 116
Internal Performance Management 116
Corporate Social Responsibility Initiatives 117
Relationship Marketing Theory and Social Exchange
Theory 117
Job Design 118
Career and Development Plans 118
Internal Market-Oriented Culture 118
Team Performance 118
Quality Management Systems 120
Conclusion 121
9 Mechanism of Internal Marketing 126
Introduction 126
Role of Internal Marketing on Organizational Performance 130
Employee Retention Is a Big Concern in Today’s Businesses 131
Role of Internal Marketing in Branding 132
viii Contents
Role of Internal Marketing in Service Delivery 132
Internal Marketing and Market Orientation 135
Conclusion 137
10 Reorientation of Total Quality Management 142
Introduction 142
Selection 143
Similarities Between Internal Marketing and Total Quality
Management 145
Differentiation Between Internal Marketing and Total Quality
Management 146
Conclusion 148
11 Internal Marketing and Market Orientation 150
Introduction 150
Internal Market and Market Orientation 150
Future Trends of Market Orientation 151
Market Orientation 152
Internal Customer Orientation 154
Dimensions of Internal Market Orientation 154
Dimensions of Internal Customer Orientation 154
Recent Studies on Internal Market Orientation 157
Proactive Competitor Orientation 160
Technology Orientation 161
Responsive Competitor Orientation 161
Learning Orientation 161
Conclusion 162
12 Internal Marketing and Service Quality 167
Introduction 167
Internal Marketing and Service Quality 167
Internal Marketing and Service Quality 169
Internal Service Quality 170
Approaches with Internal Service Quality 170
Dimensions of Internal Service Quality 171
Measurement of Internal Service Quality 171
INTSERVQUAL Scale 174
Market Orientation and Service Quality 176
Conclusion 179
Contents ix
13 Internal Marketing and Commitment 183
Introduction 183
Organizational Commitment 184
Types of Commitment 185
Internal Marketing Practices and Commitment 187
Relationship Between Internal Marketing and Commitment 190
Internal Marketing and Job Satisfaction 191
How Are Internal Marketing and Commitment Related? 192
Conclusion 193
14 Thoughts on Internal Marketing 197
Introduction 197
Trends of Internal Marketing 198
Best Internal Marketing Practices 199
Case Studies on Internal Marketing Practices
in Various Sectors 207
Future of Internal Marketing Practice 210
Pfizer 211
Asia Pacific Brewery 212
Conclusion 214
Author’s Short Biography 217
Index 218