Due to increasing competition services are the main focus of marketers. Organizations are not satisfied just by selling products, but also to provide better service. For this they strive continuously. There are three types of marketing 1) External marketing 2) Internal marketing 3) Interactive marketing. Internal marketing is a new realm of marketing in this arena that connects all types of marketing. Internal marketing represents an exchange between the organization and employees, interactive marketing is the exchange process between staff and customers, and external marketing is the exchange process between the organization and external customers. Groonroos defined interactive marketing in a well manner. But due to increasing fierce competition, global environment, and dynamic work environment, internal marketing become important in the organization. Internal marketing emerged from service marketing concept. Various researchers found internal marketing as a solution to improve service quality. Thus, it is necessary to understand all types of marketing and what is the relation between them. This paper emphasized on the service model of marketing. Employees (internal customers), external customers and organization, are the three important players of the model. There is an exchange process between all of them to fulfill their goal. The new diamond model is prepared in this paper which clears those employees (internal customers) and external customers are equally important for the organization. Interactive marketing plays a vital role for the internal customers as well as external customers. By this organization developed a strong relationship with customers to achieve their goal.
Internal marketing, service model, interactive marketing
International Journal of Trend in Scientific Research and Development - IJTSRD having
online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International
Journal which provides rapid publication of your research articles and aims to promote
the theory and practice along with knowledge sharing between researchers, developers,
engineers, students, and practitioners working in and around the world in many areas
like Sciences, Technology, Innovation, Engineering, Agriculture, Management and
many more and it is recommended by all Universities, review articles and short communications
in all subjects. IJTSRD running an International Journal who are proving quality
publication of peer reviewed and refereed international journals from diverse fields
that emphasizes new research, development and their applications. IJTSRD provides
an online access to exchange your research work, technical notes & surveying results
among professionals throughout the world in e-journals. IJTSRD is a fastest growing
and dynamic professional organization. The aim of this organization is to provide
access not only to world class research resources, but through its professionals
aim to bring in a significant transformation in the real of open access journals
and online publishing.