Internal marketing issues and challenges

This commentary discusses the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy. Issues addressed include: the link between employee satisfaction and organisational performance; the need for research on how inter‐functional co‐ordination can be achieved for the effective implementation of marketing strategies; the need for relationship marketing perspective in internal marketing; the need for research in internal communication strategies; and the role of internal marketing for developing organisational competences.