Krishnan Umachandran Thank you for your ideas and sharing your work.

The factors affecting the IM mix under any construct should be different from that of general marketing approaches such as 4P etc..... may be look into the following

Strategic rewards, Internal communications, Training and development, Organisational structure, Senior leadership, Physical environment, Staffing, selection and succession, Inter-functional co-ordination, Incentive systems, Empowerment, Operational/process changes

http://eprints.usm.my/35604/1/AAMJ_7-2-3.pdf

Krishnan Umachandran Thank you for your ideas and sharing your work.

Prince, persuasion, and evidence

Hello, Ilyas Ertugrul Inan!

Thank you for the question. I defended my PhD thesis in Ukraine on Internal Marketing of Enterprises (based on Ukrainian retail industry). I explored the system of internal marketing, which consisted of 6 main categories (based on literature review and my personal vision), which may be supportive for your research:

- Strategy Implementation Modus (top-down relations - how management sets goals and delegates the tasks, as far as employees are aware of strategic goals and take it to day-to-day operational work)

- Managing innovation and reducing resistance to change (technologies, trainings & development)

- Value Creation Chain to Consumer (the procedures, which helps to regulate the relations between employees as internal customer and internal supplier. For example, transfer pricing, which differs from internal marketing price)

- Network of internal communications (it's obviously clear)

- Internal Standards of Servicing Customer (incl. models, best practices)

- System of incentives to action for personnel (based on internal market segments).

These categories can be intersected from case to case.

Regarding your list, I suggest to use "Internal Market Segmentation" and "Internal Market Orientation". And, yes, I agree with Krishnan Umachandran , that in the result the IM mix will not be the parallel with 4P model. But, the study of IM through the 4P model helps to understand its essence and features.

Hope, my answer will help you. Wish you success in the research.

Best regards,

Olga

Olga Okuneva and Leonidas A. Papakonstantinidis

Dear Ilyas Ertugrul Inan,

Factors affect integrated internal marketing mix.

01. Media:

An integrated campaign makes use of the full range of communication media to perform specific roles. Advertising raises awareness of a product and generates leads for followup. Press information reinforces advertising by expanding on the advertising messages. Direct mail or email provides a followup mechanism to the advertising campaign and offers more detailed information to prospects via brochures or links to a website. Telemarketing and sales support material, such as sales and product guides, help the sales force to follow up the strongest prospects. Newsletters and email campaigns help to maintain contact and build relationships with prospects until they are ready to buy.

02. Consistent Messages:

Consistency of message is one of the most important elements of integrated marketing communication. The copy style and content should be consistent across all media. When prospects read an advertisement, visit a website, pick up a leaflet or take a call from a telemarketing specialist, they should perceive the same product descriptions and benefit statements in each communication.

03. Design Consistency:

Design consistency also is important. Using the same colors, photographs and other visual elements helps to reinforce the important campaign messages and links the various campaign elements together. As an added bonus, design consistency can help reduce campaign costs by specifying standard elements and reusing visual material across all media.

04. Reinforcement:

Reinforcement is a key element. Integrated marketing communication ensures that all the elements of a marketing campaign work together to achieve objectives and deliver results. A campaign to improve sales through a retail network, for example, would include retailer training guides, templates for local advertising and direct marketing, sales incentives for the retailer sales force, and advertising that drives business to the retail network.

05. Sales Alignment:

In business-to-business marketing, the purchasing process can be lengthy and complex, involving many different decision-makers and influencers. Integrated marketing communication helps your sales team to provide the information that decision-makers need at each stage of the purchasing process. In a typical scenario, the buying team establishes its requirements, prepares a specification and short list of potential suppliers, evaluates proposals, and makes a final assessment of the most suitable suppliers. An integrated campaign aligns the communication program with the purchasing process at each stage to ensure success.

06. Business Strengths:

Successful leaders recognize that creating a productive work environment involves enabling employees to feel adequately compensated and rewarded for their work. Strong employee satisfaction rates positively influence a company's internal culture and employee loyalty becomes a competitive advantage. To promote your company effectively to your employees, identify the features and attributes that comprise its strengths. Then, arrange for your senior leadership team to lead activities that explain these assets and the company's strategic direction. Encourage employee engagement by rewarding employees who demonstrate commitment and loyalty to company values and continued good performance.

07. Determining Weaknesses:

Take steps to mitigate workplace issues. Avoid making critical mistakes by conducting research to learn what marketing tactics work for your customers and workforce alike. For example, use social media technology to spread the word about new products. Be honest about flaws to bolster confidence in your company's ability to troubleshoot problems and rectify errors. The human resources department can help you reduce risk by training key individuals to combat negative press and align internal marketing campaigns with external efforts.

08. Leveraging Opportunities:

Internal marketing efforts typically require coordination to foster a collaborative work environment. Employees need to feel free to make suggestions about product and service development. Innovative solutions to complex problems get rewarded. In this atmosphere, employees get involved in process improvement efforts because they recognize the importance of their own work and don't worry about losing their jobs if they speak up. They seize the opportunity to find new customers and go beyond just getting a paycheck.

09. Mitigating Threats:

Another factor influencing internal market culture concerns risks and threats from competitors. Successful leaders recognize the need to maintain brand awareness and motivate employees at every level of the company to deliver on the promise of exceptional products and comprehensive, thorough service. Avoid threats by preparing employees to promote and defend your company's strategic direction. Define internal marketing goals and objectives, delegate a clear owner for internal marketing programs, allocate money to these efforts, measure outcomes and evaluate the result of programs that help your company improve employee loyalty, satisfaction and morale.

I hope I have answered your question.

With Best Wishes,

Samir G. Pandya

Samir G. Pandya Thank you for your ideas

Los principales factores, considerando que no hay restricciones para la producción, son rentabilidad y la capacidad de absorción del mercado. Si no hay restricciones del mercado, entonces la rentabilidad del producto determina su participación en la mezcla de productos.

I think,

-Product

-Price

-Communication

-Place

-Recruitment Practices

-Training & Development

-Reward/Motivation Systems

-Recruitment Practices

-Training & Development

-Reward/Motivation Systems

-Top Management Participation/Support

-Market Segmentation

-Market Orientation

Ilyas Ertugrul Inan

-Product

-Price

-Communication

-Place

Ilyas Ertugrul Inan IM literature often emphasises the use of a marketing-like approach to IM . The premise of this philosophy is that if management wants the employees to do a great job with customers, then it must prepare to do a great job with its employees. That is, internal exchanges between the organisation and its employees must be operated effectively first before an effective marketing to external customers could be achieved.

Edmundo Pimentel thank you.

Turan Çetin thank you.

Özkan Çiçek thank you.

Ilyas Gezer thank you.

Beytullah Güngören thank you.

Ilyas Ertugrul Inan

-Training & Development

-Reward/Motivation Systems

-Top Management Participation/Support

Ali Gülşen thank you.

Ilyas Ertugrul Inan Internal exchanges between the organisation and its employees must be operated effectively first before an effective marketing to external customers could be achieved.

Ömer Eren Internal marketing tools for every organization, whether for profit or not, directly affect external marketing.