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Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Internal marketing in UK banks: conceptual legitimacy or window dressing?

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Title:Internal marketing in UK banks: conceptual legitimacy or window dressing?
Author(s):Ioanna Papasolomou-Doukakis, (Department of Business, Intercollege, Limassol, Cyprus), Philip J. Kitchen, (Hull University Business School, Hull University, Hull, UK)
Citation:Ioanna Papasolomou-Doukakis, Philip J. Kitchen, (2004) "Internal marketing in UK banks: conceptual legitimacy or window dressing?", International Journal of Bank Marketing, Vol. 22 Iss: 6, pp.421 - 452
Keywords:Banks, Internal marketing, United Kingdom
Article type:Research paper
DOI:10.1108/02652320410559349 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:This paper discusses findings from an exploratory study concerning internal marketing in the UK retail bank industry. In order to enhance efficiency and provide motivation to employees many UK banks have adopted internal marketing. The paper adopts the approach of first defining the generic research area, and then describing the research approach. It is concerned with first identifying the rhetoric of internal marketing as employed in UK banks, and second with exploring the practice of reality of internal marketing as practiced within UK banks. The paper is grounded in Mason's view that theoretical positions or data explanations move from the particular context of internal marketing views and expand within banks to the general theoretical contribution to be made. Findings are explored via two extant relationships and three anomalies based on the data analysis. Evidence from the study suggests that internal marketing is being taken seriously but in such a way as to be managerially, not employee, oriented. At best, internal marketing within this industry is regarded as a form of window dressing or part of the trappings of marketing, rather than having any substantive base or rationale insofar as employees are concerned.

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