Abstract:
The Internal Marketing concept came into existence nearly two decades
ago in the academic arena. Since then different authors viewed IM from different
perspective and proposed it as a comprehensive tool to achieve customer
satisfaction. The basic idea was to formulate a marketing program inside the
organizational boundary that compliment external marketing and enhances the
chance of success. . In this paper efforts have been made to explore and evaluate the
aspects of internal marketing in the context of an industrial equipment manufacturer
*and its role in establishing inter-functional coordination in terms of people, process
and work environment. In this regard, analysis has been conducted by using
interviews and participant observation. This research came up with the conclusion
that applying Internal Marketing concept could bring about significant improvements
in developing inter-functional co-ordination to overcome several crucial issues that
the organization is currently confronting in strengthening its inter-functional
integrity and understanding.
