ON INTERNAL MARKETING IN EDUCATION SERVICE MANAGEMENT OF TERTIARY INSTITUTIONS

Internal marketing is a kind of philosophy, which regards the employees as customers. The approaches of internal marketing should be taken into consideration by the college administrators in terms of the features and essence of education service in tertiary institutions. On the basis of reviewing the overall development of internal marketing theory, this paper discusses the problems of why tertiary institutions adopt this theory and how it is applied in the management of college teachers. In order to stimulate the teachers' work potential, college administrators should insight the demands of the college teachers in a comprehensive perspective and make every effect to satisfy them. Therefore, a corresponding internal market segmentation based on demands can be set up and the reasonable effective incentive system would be constructed by the unobstructed internal communication channels.