The Impact of Internal Communication on Marketing Effectiveness in Organizations
Keywords:
Internal communication, Marketing effectiveness, Revenue Operations (RevOps), Marketing Mix 7P, Internal branding, Market orientation, Information silos, Endogenous and exogenous factors,Abstract
This article posits that a dysfunction in the internal flow of information inevitably leads to a gap between the adopted strategy and its market execution. This results in ineffective market communication in the areas of promotion, distribution, and physical evidence. Internal communication serves as the foundation of marketing’s operational efficiency, particularly in areas focused on intra-organizational processes. The study employs a decomposition of the 7P model into endogenous and exogenous elements, demonstrating that market (external) success is a direct derivative of effective information exchange within the organizational structure. Furthermore, the article discusses the role of the Revenue Operations (RevOps) concept and the negative impact of information silos on marketing-sales relations.
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