The role of internal marketing in
Date
2011-04-19
Authors
Nicolaus, Ingrid
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The purpose of this research was to investigate the role and responsibilities in
the implementation of internal marketing in engineering organisations operating
within the mining sector.
The literature review revealed that earlier literature attempted to define the term
internal marketing, while later literature focussed on various aspects of internal
marketing, such, as what constitutes internal marketing; who is responsible for
it; and how internal marketing is implemented in an organisation. Drawing from
the literature on internal marketing, this report attempts to critically analyse the
role of internal marketing in engineering organisations within the mining sector.
The report further examines who is responsible for internal marketing and which
external-marketing activities are applied internally.
A total of 16 in-depth interviews were conducted with management and
engineers to assess their understanding of internal marketing. The data was
analysed using concept mapping to identity the key themes.
A total of 16 in-depth interviews were conducted with managers and engineers
of engineering organisations to assess their understanding of internal
marketing. The data from the interviews was analysed using concept mapping
in order to identity the key themes. The interviews reflected that, despite some
confusion as to the understanding of the concept of internal marketing; externalmarketing
like activities were being implemented internally. The research
further highlighted that the responsibility for internal marketing was found to lie
primarily with management, rather than with the marketing department.
It is clear that many organisations are unaware that internal marketing practices
are being implemented. It would be beneficial to the organisation for these
practices to be formalised and co-ordinated through a central point
Description
MBA - WBS
Keywords
Marketing, Internal, Internal marketing, Engineering firms