| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 7 |
NO. 1 |
PAPER 7 |
| |
IMPLICATIONS OF INTERNAL MARKETING STRATEGIES : AN EMPIRICAL ANALYSIS IN MANAGEMENT EDUCATION SECTOR |
| |
| S. Raj Kumar* and J. Clement Sudhahar** |
| * Research Scholar, Karunya School of Management, Karunya University, Coimbatore, Tamil Nadu, India |
| ** Associate Professor & Head, Marketing Area, Karunya School of Management, Karunya University, Coimbatore, Tamil Nadu, India |
| |
| Internal Marketing (IM), by definition, distinguishes between an organisation and its environment and focuses only on Intra Organizational Affairs. However, globalization and the knowledge-driven environment have produced a global networked economy, with blurred boundaries between global companies and their requirements. The present study was carried out against the background of organizational boundaries becoming obstacles to business success and how companies have responded by establishing networks with permeable and flexible boundaries regarding their employees. The Study was based on primary data collected by using pre-structured questionnaire. ANOVA and Regression Analysis were used to analyse the data. The results indicate positive implications of Internal Marketing Strategies for the Educational Sector, specifically in terms of Retention of Quality Employees. |
| |