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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Exploring Internal Marketing Applications: Case of Egypt
Author(s): Hamed M. Shamma
Citation: Hamed M. Shamma, (2012) "Exploring Internal Marketing Applications: Case of Egypt," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 4, pp. 116 - 125
Article Type: Research paper
Publisher: North American Business Press
Abstract:
In this study we aim to explore internal marketing applications in Egypt. There is no evidence about the
extent of internal marketing understanding and its applications. Thus, we explore it by presenting some
case studies and conducting some in-depth interviews. This paper is based on a combination of secondary
and primary research. Some cases of companies that apply internal marketing practices are presented
and discussed. In addition, a series of in-depth interviews with top-level managers were conducted to
examine their views about internal marketing practices in their organizations. The findings provided
some evidence that there are some companies that apply internal marketing in Egypt. This was identified
from the secondary research case studies. However, when the qualitative interviews were conducted, it
was found that there was lack of a clear understanding by many companies about what is internal
marketing and methods for applying internal marketing. This study provides some insights as to internal
marketing practices at Egyptian companies. The paper is useful for managers who want to know more
about internal marketing applications and practices. This study sets the pace for more future work on this
untapped research area.
