Internal marketing: focus on practice

Uchenna Paschal Anosike, Pervaiz Khalid Ahmed

Research output: Contribution to journalArticleResearchpeer-review

9 Citations (Scopus)


Most studies in Internal Marketing (IM) are divorced from the realities that management practitioners encounter in the flow of everyday organisational life. Although some studies have called for the incorporation of practitioner 'voice' in IM research, such calls have often been ignored. This paper therefore, is an attempt at giving 'voice' to practitioners. Based on a qualitative study of perspectives drawn from multi-sector businesses in two functional areas-Marketing and Human Resources Management, the paper presents practitioners' understanding of the IM concept vis a vis the literature. Our findings indicate that interdepartmental conflicts between marketers and HR practitioners as purported in the literature are rarely evident in practice. The paper concludes with implications for managers and the academic community.

Original languageEnglish
Pages (from-to)369-382
Number of pages14
JournalInternational Journal of Management Practice
Issue number4
Publication statusPublished - Jul 2009


  • Human resource management
  • Internal marketing
  • Marketing
  • Practitioners

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