Marketing communication: principles and practice

I D E N T I T Y
,
I M A G E
,
A N D R E P U T A T I O N
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Every company has two organizational structures: the
formal one is written on the charts; the other is the living
relationship of the men and women in the organization.
Harold Geneen, former Chairman of ITT
Not only is there no God, but try getting a plumber at
weekends.
Woody Allen
chapter 
eleven
INTERNAL
MARKETING
COMMUNICATION
LEARNING POINTS
Careful study of this chapter will help you to:
• explore the concept of internal marketing
• consider internal marketing as a responsible, responsive approach 
to managing communication for the management of marketing
communication
• connect communication and marketing through the concept of exchange

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INTRODUCTION
Increasingly, consumers and buyers judge quality and value for money in
terms of not only what they are able to buy, but also the exchange experience.
People are an essential part of the value package.
Developments in the management of the communication required to
generate produce, and represent valued products have brought concepts of
internal communication, employee communication, and organizational
communication into the realm of internal public relations, i.e. employee
relationship management.
Marketing and human resource management groups work much more
closely together to build and maintain brand equity by breaking down
departmental barriers that disrupt the value-creation system, to institution-
alize learning and interaction.
The integrated value-making system requires that people are seen not
simply as factors of production, but as marketing resources. Clearly,
production and provision requires coordinated effort. At the start of the
process, market-sensing (Day, 1992) requires connectedness.
In recent years, the principles of marketing have become even more central
to management thinking and practice.