Abstract:

Research on internal marketing (IM) and external marketing effectiveness grow independently form each other, but it is still a mystery how they link to each other. Furthermore, scholars has pointed out that Internal Marketing is another missing half of the marketing concept. Hence, this research takes a step forward by studying the relationship between IM and external marketing effectiveness with customer orientation as a missing link (mediator) for both variables. The result shows that IM was found to be significant related to customer orientation and external marketing effectiveness. Similarly, customer orientation also significant related to external marketing effectiveness. Finally, it was found that customer orientation mediate the relationship between IM and external marketing effectiveness.