Abstract—This study is conducted in order to examine the
adoption of internal marketing activities in small and medium
enterprises in Malaysia. On top of that, this particular study is
designed in order to investigate the conception of internal
marketing by business manager’s task adding to the limited
empirical evidence regarding internal marketing especially in a
developing country like Malaysia. Base on previous literature
and few in depth interviews with the SME’s managers, a set of
questionnaires related to internal marketing practices in SME’s
Industry has been designed. Few dimensions have been used in
this study such as group interaction, wage flexibility, collegial
interaction, job flexibility, external environment and formal
interaction. Basically the result of the study will give some
input to those governmental agencies such as MECD to
understand the level of adoption of internal marketing activities
among the SMEs in Malaysia particularly. With this, it will
provide some direction to the agencies in designing and
developing appropriate training related to managerial
approach especially in term of the soft part of human resource
practices that would lead to competitive advantage to the
organization.
Index Terms—Internal marketing, SME industry,
marketing.
Zarina Abd Munir, Akmal Aini Othman, Shamsul Azren Mohd Shukur,
and Syezreen Dalina Rusdi are with the Faculty of Business Management,
University Teknologi MARA, Malaysia (e-mail:
zarin453@salam.uitm.edu.my).
Rahimah Ithnin is with the Ministry of Communication and Multimedia
Malaysia.
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Cite: Zarina Abd Munir, Akmal Aini Othman, Shamsul Azren Mohd Shukur, Rahimah Ithnin, and Syezreen
Dalina Rusdi, " Practices of Internal Marketing in Small and Medium
Industry," International Journal of Social Science and Humanity vol. 5, no. 4, pp. 358-361, 2015.