This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer...

The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

A retail banking case study published in this journal ten years ago described a method for inviting staff involvement in customer service improvement. In this article, the author has reinterpreted the case as an archetypal example of internal marketing for generating and circulating staff...

Relationship marketing is based on the idea that the existence of a relationship between customer and supplier creates value for both parties, in addition to the value of the products or services provided. In this special issue edition entitled “Pathways less traveled to value creation:...

In this article, dialogue is explored as an interactive process of learning together. This process is often spontaneous and unruly but bounded by a serious intent to reach mutual understanding. Also, the concept of relationship specific knowledge is introduced to explain how trust between...

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice. Design/methodology/approach – Vargo and Lusch argue that service interaction comes from goods‐in‐use...