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Considering employees as customers of the organisation requires a different approach from the Human resource practices. Thus internal marketing is the application of the marketing techniques to the internal customers (employees) not only to get them but also to retain the organisation- committed employees.

Berry's Model of internal marketing.

Motivation as a management practice that drives performance improvement:

There are several theories related to motivation though the implication of all theories almost remain the same. Gary Dessler in his work human be 'Human behaviour - improvement at work' states that the term 'motivation' is a simple at the same time a much sophisticated term. In one sense, motivating is quite easy to find out what a person really desire or wish for and providing it as the incentive. But it is complicated to find out what an individual really craves for because the wants and needs of human beings vary extensively. The incentives or rewards that an organisation may hold for motivating its employees may be ineffective to motivate them if they feel it is worthless or inadequate. Even when there are complications with regard to motivation, every organisation has to manage it appropriately because motivation is the end product of management.

(Pranay purohit, 2004) as well as (dessler) mention the Maslow's Hierarchy of needs. He viewed human needs in a hierarchical form from the lowest to the highest. Abraham Maslow, a psychologist categorised the basic human needs into five as physiological, safety, social, ego and self actualisation needs. He states that an individual craves for a particular need in the hierarchy only when the lowest level need in the hierarchy is satisfied.

Abraham Maslow's Hierarchy of needs.

The basic needs discussed by Maslow :

Physiological needs.

These needs include the fundamental needs of every human being such as food, water, shelter, rest etc. Maslow states that once if these needs are satisfied only, an individual shows an instinct to attain the other needs in the hierarchy.

Security needs.

Once when the basic needs are satisfied, the individual tries to attain more security and safety. He tries to resist job, property and other facility loss.

Acceptance needs.

Once after satisfying the physiological and security needs, these needs will not tend to motivate the individual. They need affiliation, relationships, attachment and a sense of belonging.

Ego needs.

These needs include power, reputation, prestige, esteem, admiration, respect etc.

Self- actualisation needs (SA).

Maslow considers self-actualisation need as the highest in the hierarchy. Here th本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。