ISBN: 978-981-08-8408-6
Authors: Prof Geoffrey Bick and Ingrid Nicolaus
Abstract:
The purpose of this research was to investigate the role and responsibilities in the implementation of internal marketing in engineering organizations operating within the mining sector. The literature review investigated the role of internal marketing, the functional responsibility for internal marketing, and external marketing-like activities adapted for internal marketing.
A total of 16 in-depth interviews were conducted with management and engineers to assess their understanding of internal marketing. The data from the interviews was analyzed using concept mapping in order to identify the key themes. The results reflected that, despite some confusion as to the understanding of the concept of internal marketing, external marketing-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.
Keywords: Internal Marketing; engineering organizations, South Africa
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