Date of Paper/Work

2011

Type of Paper/Work

Thesis

Degree Name

Master of Arts in Organizational Leadership

Department

Organizational Leadership

First Advisor

Martha E. Hardesty, Ph.D

Comments

This research explores the relationship between the external marketing philosophy of relationship marketing and applies it to internal service organizations to develop the practice of intra-organizational marketing. The deficiency of research specific to internal service organizations led to the creation of the intra-organizational marketing concept. The concept was developed by exploring the theories and practices of external marketing and comparing it to the practices of consultants and practitioners of internal services. This research also looked at the issues of applying traditional manufacturing models to internal services.

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