TITLE:
Internal Marketing and Public Sector Modernization
AUTHORS:
Elisavet Antoniadou
KEYWORDS:
Internal Marketing, Organizational Culture, Digital Transformation, Public Administration, Public Service Quality
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.15 No.12,
December
31,
2025
ABSTRACT: This study aims to investigate the role of internal marketing strategies in the modernization of the public sector. Specifically, it examines how internal communication, employee engagement, and organizational culture affect the effectiveness, transparency, and quality of public services. The objective is to identify effective internal marketing practices that can support and accelerate digital transformation processes within government agencies. The research adopts a qualitative methodology, using multiple case studies of public sector organizations that have implemented internal marketing initiatives. Data collection included semi-structured interviews with key stakeholders, employee surveys, and analysis of organizational documents. The case studies provided in-depth insights into the practical application of internal marketing strategies, their challenges, and outcomes. The data were analyzed thematically to identify patterns and best practices that contribute to successful modernization efforts. The results demonstrate that internal marketing plays a crucial role in fostering a positive organizational culture, enhancing employee motivation, and promoting a shared vision for modernization. Organizations that actively implement internal marketing practices—such as transparent communication, participatory decision-making, and recognition programs—experience higher levels of employee commitment and service quality. The study concludes that internal marketing is not merely a communication tool, but a strategic approach essential for promoting innovation in the public sector. It emphasizes that leadership support and focus on internal stakeholder engagement are vital for sustainable modernization. Policymakers and public officials are encouraged to integrate internal marketing into reform strategies to improve internal processes and public service delivery, leading to more responsive, effective, and transparent governance.