5.00
Hdl Handle:
http://hdl.handle.net/2436/15816
Title:
Internal marketing and the mediating role of organisational competencies
Authors:
Ahmed, Pervaiz K.; Rafiq, Mohammed; Saad, Norizan M.
Abstract:
The paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence employees so that they are motivated and act in a customer-oriented fashion. In the model organisational competencies mediate the relationship between IM mix and business performance. Additionally, the model postulates that application of marketing-like philosophy and marketing-like tools internally moderates the relationship between IM mix and organisational competencies. All the major hypotheses were supported by the empirical research. In particular the IM mix was shown to be a reliable measure and strongly related to business performance. The research supports the view that organisational competencies mediate the relationship between the IM mix and business performance.
Citation:
European Journal of Marketing, 37(9): 1221-1241
Publisher:
Emerald Group Publishing Limited
Issue Date:
2003
URI:
http://hdl.handle.net/2436/15816
DOI:
10.1108/03090560310486960
Additional Links:
http://www.ingentaconnect.com/content/mcb/007/2003/00000037/00000009/art00004; http://direct.bl.uk/bld/PlaceOrder.do?UIN=138918875&ETOC=RN&from=searchengine; http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Review&contentId=1440387
Type:
Article
Language:
en
Description:
Metadata only
ISSN:
03090566
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorAhmed, Pervaiz K.-
dc.contributor.authorRafiq, Mohammed-
dc.contributor.authorSaad, Norizan M.-
dc.date.accessioned2008-01-08T12:05:47Z-
dc.date.available2008-01-08T12:05:47Z-
dc.date.issued2003-
dc.identifier.citationEuropean Journal of Marketing, 37(9): 1221-1241en
dc.identifier.issn03090566-
dc.identifier.doi10.1108/03090560310486960-
dc.identifier.urihttp://hdl.handle.net/2436/15816-
dc.descriptionMetadata onlyen
dc.description.abstractThe paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence employees so that they are motivated and act in a customer-oriented fashion. In the model organisational competencies mediate the relationship between IM mix and business performance. Additionally, the model postulates that application of marketing-like philosophy and marketing-like tools internally moderates the relationship between IM mix and organisational competencies. All the major hypotheses were supported by the empirical research. In particular the IM mix was shown to be a reliable measure and strongly related to business performance. The research supports the view that organisational competencies mediate the relationship between the IM mix and business performance.en
dc.language.isoenen
dc.publisherEmerald Group Publishing Limiteden
dc.relation.urlhttp://www.ingentaconnect.com/content/mcb/007/2003/00000037/00000009/art00004en
dc.relation.urlhttp://direct.bl.uk/bld/PlaceOrder.do?UIN=138918875&ETOC=RN&from=searchengine-
dc.relation.urlhttp://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Review&contentId=1440387-
dc.subjectInternal marketingen
dc.subjectOrganisational effectivenessen
dc.subjectOrganisational performanceen
dc.subjectSurveysen
dc.subjectMalaysiaen
dc.titleInternal marketing and the mediating role of organisational competenciesen
dc.typeArticleen
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