Welcome to the InfoSci Platform
How is Internal Marketing Understood?: An Examination of Stakeholder Perspective

How is Internal Marketing Understood?: An Examination of Stakeholder Perspective

Wilson Ozuem, Natalie Limb
Copyright: © 2014 |Pages: 23
ISBN13: 9781466662322|ISBN10: 1466662328|EISBN13: 9781466662339
DOI: 10.4018/978-1-4666-6232-2.ch011
Cite Chapter Cite Chapter

MLA

Ozuem, Wilson, and Natalie Limb. "How is Internal Marketing Understood?: An Examination of Stakeholder Perspective." Strategic Marketing in Fragile Economic Conditions, edited by Irene Samanta, IGI Global, 2014, pp. 203-225. https://doi.org/10.4018/978-1-4666-6232-2.ch011

APA

Ozuem, W. & Limb, N. (2014). How is Internal Marketing Understood?: An Examination of Stakeholder Perspective. In I. Samanta (Ed.), Strategic Marketing in Fragile Economic Conditions (pp. 203-225). IGI Global. https://doi.org/10.4018/978-1-4666-6232-2.ch011

Chicago

Ozuem, Wilson, and Natalie Limb. "How is Internal Marketing Understood?: An Examination of Stakeholder Perspective." In Strategic Marketing in Fragile Economic Conditions, edited by Irene Samanta, 203-225. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6232-2.ch011

Export Reference

Mendeley
Favorite

Abstract

The service industry and business-to-business companies have remained at the forefront of studies into internal marketing due to the close contact between employees and customers in such companies. Marketers and industry experts have shown particular interest to the supermarket sector over the past years due to the varied fluctuations in performance that have been reported. Consumers have negligible switching costs and the threat of substitute products is high, with little product differentiation. Therefore, there is the opportunity to create sustainable competitive advantage through intangible offerings. As of yet, there is little evidence supporting benefits of internal market orientation in the food retail industry. One reason for this may be the difficulty of measuring its benefits in such a context. Although the UK food retail industry has been extensively researched, researchers are yet to address it properly in regard to internal market orientation. This chapter examines it from a stakeholder perspective.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.