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This research focused on the role of internal marketing on Tanzania Standard (Newspapers) Ltd performance. Internal marketing was first proposed about 20 years ago as a solution to the problem of delivering of high quality service. However, despite the rapid growing literature, very few organizations actually implement the concept in practice, as there was not a single unified concept of what is meant by internal marketing.
The literature review suggested three major phases in the development of the concept, namely an employee motivation and satisfaction phase, a customer orientation phase, and a strategy implementation/change management phase, proposed a definition and a set of core criteria that are essential features of an internal marketing program. Also explored the inter-relationship between the proposed criteria and suggested a framework for empirical investigation of the IM concept in the context of services marketing.
However, the study was conducted at the Tanzania Standard (Newspapers) limited (TSN), presenting media industry in the world dealing with customers. It has been experienced that poor product performance is the result of poor approach to the market or poor quality of the products. But different models tried to figure out other internal problems, which affect the business performance in the market place. It has revealed that in some cases the promotion tools and products are okay, but when it comes to the internal product there is a problem on the treatment side (how to treat it). The situation finally leads to failure by the organization to meet its expectations.
A sample from the population was studied at TSN. The research complied with both quantitative and qualitative approaches in collecting data. Questionnaire was used to collect primary data through administering of questionnaire and documentary analysis schedule instruments. It was recommended that TSN should place more emphasis on internal marketing practices by training workers in different parts pertaining internal marketing and HR department has to develop a good relationship with other departments. |
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