University of Isfahan New Marketing Research Journal 2228-7744 5 Special Issue 2016 02 20 Internal Marketing, a strategy to gain competitive advantage in insurance companies Internal Marketing, a strategy to gain competitive advantage in insurance companies 15 28 17802 FA Maryam Hemmati Davood Feiz Journal Article 2016 06 14 Marketing initiatives and marketing strategies should not only focus on the foreign distribution of resources and brand, but also must have the same focus on internal resources and branding, simultaneously. Internal marketing is one of the tools for strategy implementation within an organization which focuses on employees as the organization's first customers.Despite the growing importance of employees in the performance of organizations, especially organizations working in the service sector,this marketing aspect is less important among decision-makers and improving internal marketing to strengthen the external marketing initiatives will not be of great importance.Among the service industries in Iran, competition has increased strongly in the insurance industry through privatization, innovation and development of distribution and sales networks.This paper seeks to show how internal marketing can be used as a strategy to maintain competitive advantage in the highly competitive environment of insurance companies. At the end, a conceptual model for implementation of internal marketing to improve the performance of insurance companies is providedbased on previous researches. Marketing initiatives and marketing strategies should not only focus on the foreign distribution of resources and brand, but also must have the same focus on internal resources and branding, simultaneously. Internal marketing is one of the tools for strategy implementation within an organization which focuses on employees as the organization's first customers.Despite the growing importance of employees in the performance of organizations, especially organizations working in the service sector,this marketing aspect is less important among decision-makers and improving internal marketing to strengthen the external marketing initiatives will not be of great importance.Among the service industries in Iran, competition has increased strongly in the insurance industry through privatization, innovation and development of distribution and sales networks.This paper seeks to show how internal marketing can be used as a strategy to maintain competitive advantage in the highly competitive environment of insurance companies. At the end, a conceptual model for implementation of internal marketing to improve the performance of insurance companies is providedbased on previous researches. https://nmrj.ui.ac.ir/article_17802_b96ef6571833136789b813fb319b5412.pdf