The concept of internal marketing originally emerged from the literature relating to services marketing. A crucial and primary cause of concern among organizations was the involvement of all the employees of the organization into service encounters, which would consequently better the interactions between the external customers and the employees or the internal customers of the organization which ultimately caused the evolution of the internal marketing concept. Businesses across industries are now increasingly aware that quality services are becoming important for industries to flourish, which of course are highly influenced by the attitudes and interactions between the internal customers or the employees of the company with the external customers.
This has resulted in the concept of Internal marketing becoming a crucial performance tool that effectively assists communication and therefore instigates organizations to inform as well as involve all the existing company staff in innovative schemes and stratagems.
Internal marketing can be effectively carried out by using strategies including forums for the staff or employees, presentations, getaway days for picnics, get-togethers or even sports and recreational activities, videotape presentations, individual visits by business managers, newsletters, and many others.