The rhetoric and reality of marketing in Cyprus

Abstract

This chapter presents research carried out within the Cypriot retail-banking sector regarding the ways that internal marketing helped change the culture of the sector to become more customer focused. We start by reviewing just what internal marketing is, adding our own interpretation of this marketing initiative. After a short presentation of the research methods, four core themes are explored which constitute internal marketing, namely:

• internal customers

• training and education

• quality standards

• reward systems