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impact of internal marketing on external marketing

impact of internal marketing on external marketing

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Published by: anon-705966 on Dec 19, 2008
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09/11/2013

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Table of Contents
 
........................................................................................................................................iAbstract:- .............................................................................................................................iIntroduction ..........................................................................................................................iiObjective of research:- ....................................................................................................iiiResearch Question: .........................................................................................................iv.......................................................................................................................................ivResearch Design Detail: ..................................................................................................ivLiterature Review ........................................................................................................vTheoretical frame work:- ..............................................................................................viiiPROBLEM STATEMENT: ..............................................................................................xHypothesis of Study:- .....................................................................................................xiMethodology for Research:- ...............................................................................................xiData collection Methods: ................................................................................................xiPopulation & Sample: ....................................................................................................xiiData collection: .............................................................................................................xiiiData Analysis: ......................................................................................................xiiiResult and interpretation detail:- .......................................................................................xivRegression Table...........................................................................................................xivHypothesis analysis:- ....................................................................................................xivConclusion: ......................................................................................................................xviiRecommendation: ............................................................................................................xviiAcknowledgement: .........................................................................................................xviiiAppendix ............................................................................................................................19
Abstract:-
Internal marketing’s main focuses is to acquire and retain customer-oriented employees.A development-oriented economy requires organizations to attract and retain customersto ensure a sustainable competitive advantage. To achieve this aim, organizations must
 
focus their efforts on developing and sustaining an organizational culture that emphasizesinternal customer well-being as a means to attract and retain external customer. This paper explores the relationship between internal marketing and external marketing. We propose that in order for firms to undertake successful marketing activities in dynamic business environments, employees must be willing to offer the required effort to adaptrapidly and fluently to external environmental change. Based on the literature in internalmarketing and external marketing, we propose a model that relates five key internalmarketing practices to external marketing that build customer satisfaction and loyalty.
Key words
:
internal marketing practices, external marketing, customer satisfaction.
Introduction
Marketing is the business function which identifies customer needs and wants,determines which target market the organization can serve the best and designsappropriate products, services and programs to serve these markets. So we can say that it
 
is a philosophy that guides the entire organization. The goal of marketing is to createcustomer satisfaction by profitably. The marketing department can not accomplish thisgoal by itself, it must co-operate closely with other departments in company and partnerswith other organizations throughout its entire value delivery system to provide superior value to the customer. Organization gain market leadership by understanding customersthrough superior value. Marketing is not something to satisfy customer but alsoemployees. Before going to explain the affect of internal marketing on externalmarketing first we would like to define these two terms.
 
Internal marketing
 
is a processwhich trains, motivates and empowers employees at all management levels toconsistently deliver a satisfying customer experience. External marketing
 
is the forcesoutside of an organization that control a market. So we can say that internal marketing iswithin the organization and external marketing is outside the organization. Internalmarketing focuses on employee’s motivation to provide superior value to the customers.If customer is satisfied with the company’s product, it means that company’s marketing isgood for making profitable relationship. If company is weak in internal marketing. Itcannot achieve its major objectives that are profit maximization through sales marketing.The main aim of this study is to investigate which internal marketing practice effectexternal marketing. The research subjects consist of employees in banks at Blue AreaIslamabad of management level.
Objective of research:-
The core objectives of this study are given as follows;

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