Internal marketing practices in the Australian financial sector: an exploratory study

Abstract

Internal marketing constitutes a critical interface between marketing and human resource management, thought to be particularly important in service industries. In this exploratory study of the financial sector in Australia, involving a mail survey, current internal marketing practices are examined along with managers' perceptions of the concept. While definitions of internal marketing differ, the range of techniques used to achieve the goals commonly ascribed to internal marketing and the extent to which it is undertaken also seem to vary, with organisational size explaining some of these differences.