Profitable relationships come from the inside out

Discusses the development of `pan-company' or internal marketing: the relationships forged between customers and individuals with whom they come in contact within the company.

Profitable relationships come from the inside out

Kevin Thomson

Customers or consumers are the foundation of any business; not just companies selling goods and services but government and public services too. The insight offered in this article is that of the employee as an 'internal consumer.' Pan-company marketing links the concept of satisfying the internal consumer - building emotional capital in the employee - with the ultimate success of the company at satisfying the external consumer.

Thanks to today's service-driven economy, marketing has moved from a mass approach to one focused on targeted relationships. As marketers, we need to ask...

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