This text investigates the strategic necessity of internal marketing as a management tool to align employee behavior with organizational goals. The authors, Barbara R. Lewis and Richard J. Varey, draw upon extensive research in service management and organizational communication to argue that a company's internal culture is the primary driver of external brand success. They present a framework where employees are treated as internal customers, ensuring that service delivery standards are understood and adopted throughout the entire hierarchy of the firm.

Experts in the field of service management identify this work as a foundational text for understanding the intersection of human resources and marketing strategy. Readers frequently note the academic density of the prose, which provides a rigorous examination of management theory for professionals and students alike.