Developing an integrative model of internal and external marketing

Ahmed Shahriar Ferdous, Carmel Herington, Bill Merrilees

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)637-649
Number of pages13
JournalJournal of Strategic Marketing
Issue number7
Publication statusPublished - Dec 2013


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