Elisabeth Fröhlich, Sabine Grimm


This research paper has to do with internal marketing, an innovative strategy employed to improve information flow between departments and increase employee satisfaction and, consequently, customer satisfaction. The research question examines different strategic approaches and measures used to develop a process through which departments can position themselves in a more attractive way within their companies. The methodology used is a detailed secondary data analysis with the use of all of the different managerial approaches that have been developed to date. Furthermore, a method that describes how unpopular departments can improve their position within the firm, is developed. To derive this catalogue of possible measures, expert interviews were conducted with procurement experts. The qualitative results show that there are only a few approaches available for internal marketing, although there are also a number of measures from marketing itself that can be applied to the specific requirements of internal marketing. An explicit example has been developed that shows how a procurement department can improve its standing.


Marketing, Internal Marketing, Procurement, Internal Procurement Marketing

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