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Internal relationship marketing: a strategy for knowledge renewal

David Ballantyne (Senior Lecturer in Services Marketing and Logistics Management, Monash University, Melbourne, Australia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 November 2000

7697

Abstract

A retail banking case study published in this journal ten years ago described a method for inviting staff involvement in customer service improvement. In this article, the author has reinterpreted the case as an archetypal example of internal marketing for generating and circulating staff knowledge through a network of voluntary internal relationships. First, a typology for making sense of conflicting concepts in the internal marketing literature is provided. Second, the author returns to the case data to suggest an integrated theoretical framework for internal marketing that links the parallel but distinctive traditions of relationship marketing and the markets‐as‐networks approach of the International Marketing and Purchasing (IMP) Group. Third, internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. Finally, the implications for management are examined.

Keywords

Citation

Ballantyne, D. (2000), "Internal relationship marketing: a strategy for knowledge renewal", International Journal of Bank Marketing, Vol. 18 No. 6, pp. 274-286. https://doi.org/10.1108/02652320010358698

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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