The global organizational environment imposes on governments or private entities the implementation of a substantial improvement in their marketing systems so that companies can be part of the current progress of the global world. Hence, those most organizations are after the search for quality of service to become more competitive; becoming a strategic element for its positioning. The organizations should give greater importance to the participation of human talent, who will be responsible for conducting in a strategic way, the transition to change in internal activities and their implementation effective in the organization, generating staff commitment towards the provision of quality services to external customers.
In response to this approach, entrepreneurs and managers must take into account marketing, which is defined “as the activity that creates, communicates, offers and exchanges offer that benefit the organization, its stakeholders (customers, employees, suppliers, shareholders, community and government and society in general. Considering this definition, it is necessary that every organization make use of marketing, guiding all activities and policies of the organization, with the support of top management.
From the above, the need to establish a concrete social strategy, perfectly planned, adapted to both the organization and its environment, is where the internal marketing operates, which links the employee with the company’s strategy. The first customers of a company are its internal collaborators, being the human component, the fundamental pillar in the construction of competitive advantages for the business sector.
However, a unifying theory based on the integration of services marketing principles does not exist. Instead, at this time, practitioners who desire to develop a strategic plan for their businesses must rely on their own intuition, on previous goods based marketing training, on developing their own plans from theories scattered throughout the literature, or on knowledgeable consultants. This view offers practitioners a useful way of understanding the service process and its complexities. Furthermore, the approach is necessary in planning for the service exchange. In particular, there is no unifying theory for the several major marketing principles established over the past 25 years by researchers.