Internal Marketing Mix Operationalization: A Review of the Literature

Internal marketing (IM) has been widely studied from various perspectives. However, despite its potential to enhance customer satisfaction and loyalty, further exploration is needed, as many organizations have yet to fully embrace the concept. In response, internal marketing mix (IMM) has developed a unique set of components to assist organizations in achieving their IM objectives. This chapter seeks to enhance the understanding of IMM as a context-dependent practice and its evolution over the years. The authors address the following questions through a comprehensive literature review: How has IMM evolved over recent decades, and what are the primary approaches in IMM? How can these approaches be implemented in an organizational context? The authors discuss three dominant approaches to IM: transactional internal marketing (TIM), relational internal marketing (RIM), and guanxi internal marketing (GIM), which effectively address the role of employees in organizational success. Following the discussion of the three dominant approaches to IM, the authors delve into each approach individually by examining the 4Ps of marketing mix. The chapter’s insights and findings provide a comprehensive insight into the complex facets of IM and its impact on effective organizational management, as well as enhancing employee engagement, satisfaction, and well-being. This understanding equips strategists and practitioners with valuable knowledge to make informed decisions.