Explain internal marketing in services. Internal marketing means treating employees as customers and developing systems and benefits that satisfy their needs. Employees who like their jobs and are happy with the firm they work for are more likely to deliver good service.

1. Choose a service firm with which you do a lot of business. Write a memo to the manager explaining the importance of internal marketing and outlining the factors internal marketing includes.

2. Return to www.zagat.com and investigate what the site offers. How does Zagat propose to help companies with internal services marketing?