Diamond shape model Advanced model of Service triangle

Due to increasing competition services are the main focus of marketers. Organizations are not satisfied just by selling products, but also to provide better service. For this they strive continuously. There are three types of marketing 1) External marketing 2) Internal marketing 3) Interactive marketing. Internal marketing is a new realm of marketing in this arena that connects all types of marketing. Internal marketing represents an exchange between the organization and employees, interactive marketing is the exchange process between staff and customers, and external marketing is the exchange process between the organization and external customers. Groonroos defined interactive marketing in a well manner. But due to increasing fierce competition, global environment, and dynamic work environment, internal marketing become important in the organization. Internal marketing emerged from service marketing concept. Various researchers found internal marketing as a solution to improve service quality. Thus, it is necessary to understand all types of marketing and what is the relation between them. This paper emphasized on the service model of marketing. Employees (internal customers), external customers and organization, are the three important players of the model. There is an exchange process between all of them to fulfill their goal. The new diamond model is prepared in this paper which clears those employees (internal customers) and external customers are equally important for the organization. Interactive marketing plays a vital role for the internal customers as well as external customers. By this organization developed a strong relationship with customers to achieve their goal. Dr. Teena Mishra"Diamond shape model Advanced model of Service triangle" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-3 , April 2018, URL: http://www.ijtsrd.com/papers/ijtsrd12707.pdf http://www.ijtsrd.com/management/marketing/12707/diamond-shape-model-advanced-model-of-service-triangle/dr-teena-mishra