Internal Marketing: Review for Next Generation Businesses | Rahul Pratap Singh Kaurav, Monika Prakash, Nimit Chowdhary & A lan David Briggs

Service organizations face various issues and challenges. Berry (1981) has proposed the term Internal Marketing as a solution to multidisciplinary problems i.e. marketing, human resources and operations. This paper evaluates how different environmental settings have different interpretations of internal marketing. 70 research papers and reports, both quantitative and qualitative, have been analysed to fulfil the objectives of this research. This paper reviews the literature asserting concepts and constructs of internal marketing. It presents a discussion on the defining Internal Marketing (IM) objectives,theories and constructs that are relevant to the context of internal marketing. Finally a definition of internal marketing is proposed that can be useful for any service enterprise and moreover it can be utilised by any enterprise using and delivering service.