Putting relational competence into internal marketing

Leanne Carter, David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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The principal concern of this paper is the consideration of the analysis of individual employee performance of staff and management using an internal marketing framework. Market orientation theory to date uses an external focus when, in fact, it may be the internal marketing within the firm that is the catalyst for a market orientation. Further, this paper argues that the relational competencies of individual employees and managers important influences on performance both within and beyond the firm. Relational competence is offered as an enabling role in the pursuit of business success as it sets the culture and behaviours that are required for the firm’s employees, management and customers to interact.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Number of pages8
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007


ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand


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