Title: Practising internal marketing in secondary public education: development of an integrated model

Authors: Christina Thomaidou Pavlidou; Andreas Efstathiades

Addresses: European University, Cyprus ' European University, Cyprus

Abstract: The aim of this study is to investigate the existence of internal marketing (IM) strategies in secondary public schools, providing suggestions to principals and policy-makers for their application. Based on the literature review, a conceptual model of IM strategies has been developed to test on secondary public schools in Cyprus. The structural equation modelling (AMOS) software used for data analysis showed that a range of IM strategies are absent from secondary public schools and there is a positive relationship between relationship development, human resource management (HRM) and education process and internal customer segmentation (EPICS) strategies respectively to IM in the public secondary schools.

Keywords: internal marketing; education; high schools; secondary public education; HRM; human resource management; relationship development; education process; internal customer segmentation.

DOI: 10.1504/IJEBR.2020.108476

International Journal of Economics and Business Research, 2020 Vol.20 No.1, pp.1 - 40

Received: 14 May 2019
Accepted: 17 Sep 2019
Published online: 14 Jul 2020 *

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