Internal marketing is a critical management concept that is difficult to explain, let alone define. Throughout my work in the field, I've defined internal marketing simply as "the application of marketing inside an organization to instill customer-focused values."
But now there's a new, more comprehensive definition - thanks to the Fall 2005 graduate class in internal marketing, part of the Integrated Marketing Communications program at Northwestern University.
"Internal Marketing is the ongoing process whereby an organization aligns, motivates and empowers employees at all functions and levels to consistently deliver a positive customer experience that helps achieve business objectives."
What I love about this expanded definition is that it captures aspects of both internal marketing and internal branding. The new definition is a result of an Internal Marketing Best Practice Study funded by the Forum for People Performance Management & Measurement.
I'll have more on this study in my next post.