The article empirically examines the practice of internal marketing based on a case study of an advertising agency. To this end, explaining the significance of internal marketing for the success of external marketing and the concept of internal marketing, the article reports research findings which link theory and practice.

The basic premise of this paper is to determine the exclusivity of the concept “social business” comparing other concepts seemingly parallel to it. To this end, through scope and evaluation of the concept, the article focuses on how social business adds superior value, addresses social problems, and may motivate the business community to dedicate their talents and energy and invest money in this business.