Market-oriented corporate management cannot be achieved solely by focusing on the needs of external customers; it also requires adequate consideration of the interests and needs of employees. Successful companies, in particular, have recognized the importance of their employees for the quality of all performance processes and utilize internal marketing to ensure corporate success.

Manfred Bruhn provides a systematic and practical overview of the various facets of internal marketing:

• Fundamentals of internal marketing,
• Internal marketing from the perspective of human resource management,
• Internal marketing from the perspective of marketing management,
• Measurement and control of internal marketing,
• Implementation of internal marketing in corporate practice.

In the second edition, the developments and current focal points of internal marketing as an interface between marketing and human resource management are documented.

Internal marketing is aimed at executives in marketing and human resource management, as well as students and lecturers in business administration, particularly with a focus on marketing, personnel, leadership, and organization.