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Internal Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level

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  Journal of Business Research
Volume 20, Issue 1, January 1990, Pages 63-70


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doi:10.1016/0148-2963(90)90043-D | How to Cite or Link Using DOI
Copyright ? 1989 Published by Elsevier Science Inc. All rights reserved.  
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Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level

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William R. George

Villanova University, USA


Available online 6 June 2002.

Abstract
Internal marketing is the best approach for establishing a service orientation as the organizational imperative. Internal marketing focuses on achieving effective internal exchanges between the organization and its employee groups as a prerequisite for successful exchanges with external markets. Contributions from organizational behavior that enhance the effectiveness and efficiency of internal marketing programs are examined. Ideas such as relationship marketing, all employees as “part-time marketers,” and internal customers are considered from the perspective of organizational behavior.

Article Outline
? References
Address correspondence to William R. George, College of Commerce and Finance, Villanova University, Villanova, PA 19085, USA

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Journal of Business Research
Volume 20, Issue 1, January 1990, Pages 63-70