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

摘要

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.