Publication Details

Vel, P., Shah, A. M. & Mathur, S. 2016, 'Internal marketing - a pretence', Conference Proceedings: 2016 International Symposium on Business and Social Sciences (ISBSS), pp. 361-367.

Link to publisher version (URL)

ISBSS Conference

Additional Publication Information

ISBN: 9789868741799


Internal Marketing has yet to be fully conceptualized and is still in its nascent stages. Based on the extensive research done in the field and related fields, a potential framework and measurement scale is proposed which might be used by practitioners and researchers alike. As such the concept of internal marketing has been revisited in the light of current research and a descriptive conceptualization of the field is provided, in the hope that it will help practitioners better accept the field and practice it.