Difficulties in Implementing The Marketing and Internal Marketing Concept
This article attempts to pinpoint at some of the problems that do not seem to have been solved in many
organizations that claim their adherence to “the Customer is king” philosophy. The main impediments to the implementation
of the marketing concept seem to be: financial considerations, variety of objectives within an organization, ambivalence of
goals for employees, and power feelings both at the individual and corporate level.
Index Terms: Marketing concept, internal marketing, Feelings of power.