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International Marketing - A Conceptual Framework


  • S. Praveen Kumar

    () (Associate Professor, Panimalar Engineering College, Chennai)


The term ‘internal marketing’ has been widely used in organizations. However, the term is often used loosely to describe many different managerial initiatives aimed at improving the effectiveness and efficiency of organizational resource application. The use of the term ‘marketing’ in this context does not simply mean the application or performance of marketing activity. More specifically, it means a focus on marketing concepts and theories that can be adopted for application to manage the organization of efforts to meet the needs of the internal customer, so that they in turn can understand and value the philosophy of providing satisfaction for the external customer.

Suggested Citation

  • S. Praveen Kumar, 2012. "International Marketing - A Conceptual Framework," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 7(1), pages 71-76, April.
  • Handle: RePEc:jct:journl:v:7:y:2012:i:1:p:71-76

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    References listed on IDEAS

    1. Sasser, W. Earl & Arbeit, Stephen P., 1976. "Selling jobs in the service sector," Business Horizons, Elsevier, vol. 19(3), pages 61-65, June.
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    More about this item


    Forecasting; agricultural economics;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F29 - International Economics - - International Factor Movements and International Business - - - Other


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