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Internal Marketing: A New Humanism-Orientation Perspective for Human Resource Management

YU Man-jiao,LIN Zhi-yang(School of Management,Xiamen University,Xiamen,Fujian 361005,China)  
Based on the review of the literature of internal marketing since Berry(1981) proposed,the author argues that different scholars mean differently when they discuss internal marketing,which can be classified marketing school,human resource school and general management school.Then,based on the cornerstone,"The employee as customer",the author suggests the nature of internal marketing is a new humanism-orientation perspective for HRM.Finally,the author compares the traditional perspective for HRM with this new perspective.
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