Relationship Marketing Strategy and implementation

destroys the emergent properties of the system and would break the
complex interconnectedness. He considers it unlikely that this
approach would operate well if superimposed on a traditional, rigid,
functionally based hierarchical organization structure and that an
evolutionary change management programme would be necessary.

Competencies for internal marketing

In recent years there has been increasing recognition that managers
should have competencies in their relevant functional area and that
the development of these competencies is critical to enhanced man-
agement performance. Gilmore and Carson argue that this is
equally the case with internal marketing.^34 They argue that, in a
services context, the competencies required for the internal man-
agement of service tasks and service delivery will revolve around
internal communication and networking (Figure 5.4).
An internal communications competency is necessary in order to
build on and develop knowledge, experience and expertise. It may
manifest itself in a variety of communication media, for example,
company newsletters, video conferencing, interactive TV, brochures,
etc. It is also a valuable method for achieving coordination and lead-
ership. Other advantages of internal communications include facili-
tating cross-functional participation and ensuring that everyone
knows what to do and their role in the activity.
Gilmore and Carson go on to discuss the importance and signifi-
cance of using and listening to formal and informal networks
between internal customers in the organization in developing inter-
nal marketing competencies.^34 They suggest that encouraging net-

The recruitment and internal market domains 321

Figure 5.4 Core competencies for internal services marketing.

CORE SERVICES

MARKETING

COMPETENCIES

●Knowledge

●Experience

●Expertise

●Judgement

EMPHASIS FOR

INTERNAL

MARKETING

●Communication

●Networking

SERVICES MARKETING

ACTIVITIES & TASKS

●Integration of services &

processes

●Managing customers &

staff interactions

●People management

●Accessibility & timing

●Managing the intangible

nature of services

●Service differentiation