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- W2024151108 abstract "The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model." @default.
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- W2024151108 date "2013-12-01" @default.
- W2024151108 modified "2023-09-27" @default.
- W2024151108 title "Developing an integrative model of internal and external marketing" @default.
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- W2024151108 doi "https://doi.org/10.1080/0965254x.2013.817474" @default.
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