Product The strategy, plan or change we are trying to implement within the firm.

Price This consists of the physical cost of getting the plan implemented but is also the opportunity cost to the staff, i.e. what they have to give up, put up with, etc. in order to implement this plan or strategy.

Communications How we inform, change and communicate the plan (strategy) and change involved to the firm.

Distribution Who we ‘distribute’ the plan/strategy/change to within the firm and through what ‘channels’, e.g. memos, written plans, presentations, partnership meetings, etc.

This conceptual model of strategic internal marketing has been developed further and has proven useful in dealing with implementa-tion difficulties faced by planners in professional service firms, and indeed in many other types of commercial organization. Simply applying marketing tools and techniques to the internal marketplace can be extremely productive. One of the great problems associated with introducing and implementing corporate or strategic marketing plans is that such plans and strategies are grounded in the analysis of external marketplaces that are both complex and rapidly changing. This means that the plans and strategies that we develop will usually call for some degree of internal change in order to react to, or anticipate, changes in the external marketplace.  Sarah writes for various sports sites and business website.