Internal Marketing and the Enactment of Sexual Identity


Queer theory may help marketers gain a deeper understanding of invisible and marginalised communities based upon sexual identity. ‘Queering’ the gender research agenda better reflects contemporary postmodern society and the fluidity of identities that are sought and communicated by consumption wider than through consumer goods and services.

This article argues for a link to be made between an individual’s identity (as defined by the individual themselves), their consumption (creating, maintaining and communicating the identity), and their status as internal customers (particularly in frontline service jobs) which in turn feeds into debates on emotional labour and internal marketing.


Sam Bairstow and Heather Skinner (2006) ,"Internal Marketing and the Enactment of Sexual Identity", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 12.


Sam Bairstow, Business School, University of Glamorgan
Heather Skinner, Business School, University of Glamorgan


GCB - Gender and Consumer Behavior Volume 8 | 2006

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