Attempts to clarify the concept and scope of internal marketing and its strategic role in the implementation of change programmes. Shows the manner and the extent to which marketing techniques can be used internally by presenting an alternative conceptual model. This model uses a multi‐level...

Based on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing orientation philosophy, but need to do much more if they are to be internationally competitive. In the survey 40 per...