"Shaping job-products to fit human needs"...(!)

I've just found this interesting definition:
"Internal marketing is about attracting, motivating and retaining qualified employees through job-products that satisfy their needs. Internal marketing is the philosophy of treating employees as customers - indeed 'wooing' employees... - and is the strategy of shaping job-products to fit human needs".
(Berry and Parasuraman, 1991, p.151)

But seen also:
"Keeping promises, rather than making them, is the way to maintain and enhance customer relationships"
(Calonius, 1988)