Information gathering and researching

Both an external and internal marketing orientation requires research and insight into the behaviours, attitudes, values and norms of ‘customers’.

Research is required to establish the barriers, costs, rewards and benefits as perceived by employees when changing their behaviour. As with external customers, this will inform the development of a ‘value proposition’ – a full mix of benefits upon which an organisation is positioned (Kotler & Armstrong, 2018). For employees, this would encourage them to ‘buy into’ the programme as well as determining the internal products which will need to be developed.