Internal Marketing: Using Marketing-LikeudApproaches To Build Business CompetenciesudAnd Improve Performance In LargeudMalaysian Corporations

摘要

This study was conducted to make substantial progress in building theory aboutudcustomer-focused organisations and its impact on business competencies andudperformance. To date, it is the first empirical attempt to gain knowledge on internaludmarketing (IM) implementation using a 'marketing-like' approach. The results of theudstudy suggest that this approach is imperative to create organisational competencies andudbusiness performance. This study therefore serves to develop and test a conceptual modeludlinking IM mix components, competencies and business performance that addsudknowledge to the IM implementation framework in particular and other organisationaluddevelopment theories in general.