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 paper 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 front-line service jobs) which in turn feeds into debates on emotional labour and internal marketing.