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The current issue and full text archive of this journal is available at http://www.emerald-library.com

European Journal of Marketing 33,9/10 926
Received August 1997 Revised January 1998

A broadened conception of internal marketing
BNFL Corporate Communications Unit, University of Salford, Manchester, UK, and Manchester School of Management, UMIST, Manchester, UK
Keywords Internal marketing, Employee communications, Marketing theory, Case studies, Literature review Abstract Internal marketing has been of interest to practitioners and academics, in marketing and other disciplines of management, for some years, and published papers focus on definitions, the role of internal marketing in organisations, and various empirical investigations. Discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material; ``expert'' opinion from leading academics; and interviews with managers.

Richard J. Varey

Barbara R. Lewis

European Journal of Marketing, Vol. 33 No. 9/10, 1999, pp. 926-944. # MCB University Press, 0309-0566

Introduction Explicit discussion of the marketing concept in use in the internal operations of the organisation entered the marketing and service management literature in the late 1970s. However, this concept has origins in published discussions of the organisation of marketing systems from the early years of the twentieth century. It would seem that the essence of internal marketing is not a phenomenon of the post-industrial era, since there is some evidence of associated attitudes and methods in the early marketing management literature, indicating that programmes to generate commitment amongst employees to company goals are not new. For example, Frederick Taylor stressed an internal focus, which bears an obvious resemblance to the

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