Analysing Internal Marketing Practices: A Case Study of Proficient Minds

Authors

  • Gomathi Sankar Jeganathan BSSS Institute of Advanced Studies
  • Shruti Meena G Student
  • Pooja Gupta Associate Professor
  • Ketki Kulkarni Associate Professor

Abstract

This study investigates the internal marketing practices implemented within Proficient Minds, aiming to uncover key dimensions and their influence on internal outcomes. Through exploratory factor analysis, five distinct dimensions were identified: Formal Written Communication, Information Dissemination, Response, Formal Face-to-Face Communication, and Informal Communication. These findings highlight the organization's diverse approach to engaging with internal stakeholders, with an emphasis on structured communication channels and transparent information sharing. The structural model analysis further reveals significant positive relationships between communication practices and internal responses, emphasizing the importance of effective internal marketing strategies in shaping organizational dynamics and fostering employee engagement. Overall, this research contributes to the understanding of internal marketing practices and offers insights that can inform organizational leaders in optimizing their internal communication strategies to enhance organizational effectiveness.

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Published

2024-09-25

How to Cite

Jeganathan, G. S., G, S. M., Gupta, P., & Kulkarni, K. (2024). Analysing Internal Marketing Practices: A Case Study of Proficient Minds . AU Hybrid International Conference 2024 on " Entrepreneurship & Sustainability in the Digital Era" Under the Theme of "People Centric Knowledge in Intelligence World" , 4(1), 373-381. Retrieved from http://www.assumptionjournal.au.edu/index.php/icesde/article/view/8067