Services Marketing Starts From Within

Berry, Leonard L.; Parasuraman, A. "Parsu"
January 1992
Marketing Management;Winter1992, Vol. 1 Issue 1, p24
Internal marketing, essential to services marketing success, attracts, develops, motivates, and retains the qualified employees' excellent service delivery demands. The best internal marketers share a common approach, no matter what their industries. They compete aggressively for "talent market share," offering a vision that brings purpose and meaning to the workplace. They equip their people with the skills and knowledge to perform excellently, then give them the freedom to excel. They encourage team play, yet they motivate individual achievement through measurement and rewards. And they base their job design decisions on research. Because they share a core belief in human potential, they build achievement cultures, knowing that the service product they sell is a stellar performance that satisfies their external and internal customers alike.


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