Impact of HR Policies on Internal Marketing in Achieving Institutional Excellence

Abstract

"Marketing" has occupied an important place in all stages of economic life of any concern. The philosophy of marketing is nothing but the philosophy of consumer service. And it is applicable to both Internal and External customers. Hence, 'Marketing' comprises both Internal Marketing and external Marketing. Internal customers are the employees and external customers are the actual consumers or the buyers.
In today's knowledge-driven economy, talent management and its retention are the biggest challengesbefore all organizations. Internal marketing plays crucial role in coping with the war among the talents.
Internal marketing is one of the primary solutions to the problems faced by the organizations in maintaining consistency while delivering high quality service. Only internal customers i.e. employees, can render continuingexcellence. Now days,Corporate Social Responsibility also emphasizes on satisfying bothInternal & External customers.
The researchers in this paper would like to focus on an empirical study regarding HR policies and Internal Marketing Practices of one of the eminent management institutes, affiliated to a University in Western Maharashtra. The researchers would develop a model of an institute illustrating the role of HR policies and internal marketing practices at various stages of Management Institute life cycle in achieving institutional excellence.