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Internal marketing: A new perspective for HRM

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  • Collins, Brett
  • Payne, Adrian

Abstract

The authors argue that there are trends currently present in industry and management which require human resource (HR) managers to have much higher levels of competence and skills. Concepts and techniques from marketing can provide means by which HR managers can be more effective. It is also pointed out that Chief Executive Officers have failed to recognize the importance of HR managers in their organizations -- a weakness for which HR managers must also carry some blame.

Suggested Citation

  • Collins, Brett & Payne, Adrian, 1991. "Internal marketing: A new perspective for HRM," European Management Journal, Elsevier, vol. 9(3), pages 261-270, September.
    • Handle: RePEc:eee:eurman:v:9:y:1991:i:3:p:261-270
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    Citations

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    Cited by:

    1. A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    2. Ribhan & Albet Maydiantoro, 2021. "The Analysis of Cognitive Moral in Bridging the Gap Between Internal Marketing and B2B Salespeople Performance," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 10, September.
    3. R. Sharma & A. Binsardi & J. Green & F. Ekwulugo, 2012. "The Application of Internal Marketing (IM) in a Service Organization," International Journal of Business and Social Research, LAR Center Press, vol. 2(1), pages 25-50, February.
    4. R. Sharma & A. Binsardi & J. Green & F. Ekwulugo, 2012. "The Application of Internal Marketing (IM) in a Service Organization," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 2(1), pages 25-50, February.
    5. Ramona BANICA & Marian NEACSU, 2017. "The Romanian Regulatory Authority for Energy as an Efficient Institution in the Context of Environmental Policies," Hyperion Economic Journal, Faculty of Economic Sciences, Hyperion University of Bucharest, Romania, vol. 5(2), pages 28-41, June.
    6. Schweitzer, Linda & Lyons, Sean, 2008. "The market within: A marketing approach to creating and developing high-value employment relationships," Business Horizons, Elsevier, vol. 51(6), pages 555-565.
    7. Soheila Raeisi & Nur Suhaili Ramli & Meng Lingjie, 2020. "A Systematic Review of the Influence of Internal Marketing on Service Innovation," JRFM, MDPI, vol. 13(9), pages 1-24, September.
    8. Vlad ROSCA, 2015. "Linking Human Resources with Internal Marketing in Football Management," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(3), pages 372-384, July.
    9. Dan Mihaela-Cornelia & Pena Emanuel & Bacsis Ana Maria, 2020. "Efficient institution in the context of environmental policies," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 531-547, July.

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