Challenges and Opportunities for Internal Marketing Research

被引：0
|
作者：
Mendoza Moheno, Jessica [1 ]
Hernandez Calzada, Martin A. [1 ]
Tabernero Urbieta, Carmen [2 ]
机构：
[1] Univ Autonoma Estado Hidalgo, Pachuca, Hidalgo, Mexico
[2] Univ Cordoba, E-14071 Cordoba, Spain
来源：
REVISTA DE CIENCIAS SOCIALES | 2011年 / 17卷 / 01期
关键词：
Internal marketing; internal client orientation; market orientation; ORIENTATION;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this essay is to analyze the concept of internal marketing and the main applied research findings, in order to determine the opportunities and challenges it faces. A literature review about the theme in relation to its conceptualization was made, analyzing orientation to internal clients as a central element of internal marketing, differentiating it from market orientation. The principle findings about applied research are highlighted. Finally, the opportunities and challenges of internal marketing are described.
引用
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页码：110 / 125
页数：16
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