IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-58429-9_10.html
   My bibliography  Save this book chapter

Conceptualization, Measurement, and Outcomes of Internal Marketing in Higher Education: An Overview of the Literature

In: Marketing Solutions to the Challenges of a VUCA Environment

Author

Listed:
  • Evdoxia Kyriacou

    (Cyprus University of Technology)

Abstract

In today’s fast-paced and unpredictable global landscape, organizations are compelled to react promptly to adopt emerging trends, synchronize with ever-evolving customer preferences, and secure a distinctive competitive advantage. In this context, Internal Marketing (IM) has emerged as an indispensable force driving the attainment of organizational success. It is also remarkable that IM has also penetrated “less traditional” sectors beyond finance/banking and Tourism/Hospitality, such as Healthcare or Higher education (HE). Focusing on the latter domain, which also comprises the focal area of this chapter, IM has gained grounds over the last years in HE, given the transformations in the educational landscape and the evolving expectations of students. Despite the ever-increasing interest around the concept, this chapter brings to the fore three main obstacles, which prevent IM to flourish in the field of HE and beyond: (a) the conceptualization of IM, (b) the measurement of IM, as well as (c) the impact of IM. Providing an overview of existing research work in the field of IM, this chapter seeks to shed further light to these barriers. The chapter concludes with a future agenda aiming to push forward the field, considering recent theoretical insights.

Suggested Citation

  • Evdoxia Kyriacou, 2024. "Conceptualization, Measurement, and Outcomes of Internal Marketing in Higher Education: An Overview of the Literature," Springer Proceedings in Business and Economics, in: Anna Zarkada (ed.), Marketing Solutions to the Challenges of a VUCA Environment, pages 163-191, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58429-9_10
    DOI: 10.1007/978-3-031-58429-9_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-58429-9_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.