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Volume : I, Issue : XII, January - 2012 INTERNAL MARKETING IN INFORMATION TECHNOLOGY COMPANIES IN CHENNAI Praveen Kumar AND S.Durga Rao Published By : Laxmi Book Publication Abstract : The concept of Internal Marketing (IM) was first proposed in the mid 1970's as a way of achieving
consistent service quality – a major issue in the services area. Its basic premise was 'to have satisfied
customers, the firm must also have satisfied employees'. This could be best achieved by treating employees
as customers, i.e. by applying the principles of marketing to job design and employee motivation. Since then,
the concept has seen a number of major developments and its application today is no longer confined to the
services area. Keywords : Article : Cite This Article : Praveen Kumar AND S.Durga Rao, (2012). INTERNAL MARKETING IN INFORMATION TECHNOLOGY COMPANIES IN CHENNAI. Indian Streams Research Journal, Vol. I, Issue. XII, http://oldisrj.lbp.world/UploadedData/669.pdf References : - Gummesson,E. (1991) 'Market-orientation Revisited: The crucial role of the part-time marketer', European Journal of Marketing 25(2):60-75.
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- Berry, L. L. and Parasuraman, A. (1991). Marketing Services: Competing Through Quality, p. 151. New York: The Free Press.
- Willman, P. (1989). Human resource management in the service sector. In Management in Service Industries (P. Jones, ed.), Chapter 14, pp. 209–22. London: Piton. Quotation from p. 210.
- George, W. R. (1977). The retailing of services – a challenging future. Journal of Retailing, Fall, 85–98.
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- Rafiq, M. and P.K. Ahmed, 1993. The Scope of Internal Marketing: Defining the Boundary between Marketing and Human Resource. Management. Journal of Marketing Management., 9 (3): 219-232.
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