Internal Marketing Practices and Its impact on Brand Building: A Dyadic Analysis on Private and Government Management Institutions of Assam

  Dr.V .T. Vasagan,  Prof. Amalesh Bhowal

Elevation in the level of the competition among Management Education Institutions spurred them to adopt generally agreed best practices to build brand. Management Education Institutions could build brand with the help of employees [Internal Customers] since they deliver best services directly to the Students [External Customers]. Hence, execution of Internal Marketing Practices deserves special attention. This research attempts to explore whether the internal marketing practices have significant contribution in building brand of Management Education Institutions. This research conducted a survey in 5 management institutions of Government and Private each. The primary data were collected from employees, teachers and students from both Private and Govt. management institutions. The considered hypotheses were tested and it was observed that there is a variation of impact of Internal Marketing Practices on Internal Brand Building for Internal Customers and External Brand Building for External Customers in respect of Government and Private Management Institutions. This point to the poor implementation of internal marketing practices from all the concerned players. This shortcoming needs urgent attention.

Keywords- Internal Marketing Practices, Internal Customers, External Customers, Brand Building,Management Education Institutions.

Unique Identification Number - IJEDR2001114
Page Number(s) - 610-618
Pubished in - Volume 8 | Issue 1 | March 2020
DOI (Digital Object Identifier) -   
Publisher - IJEDR (ISSN - 2321-9939)

  Dr.V .T. Vasagan,  Prof. Amalesh Bhowal,   "Internal Marketing Practices and Its impact on Brand Building: A Dyadic Analysis on Private and Government Management Institutions of Assam", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.8, Issue 1, pp.610-618, March 2020, Available at :http://www.ijedr.org/papers/IJEDR2001114.pdf