Enhancing internal marketing to solve potential conflicts between Dissertation

Enhancing internal marketing to solve potential conflicts between marketers and engineers within construction firms - Dissertation Example The focus of this paper is a study of how enhancing internal marketing can help solve potential conflicts between marketers and engineers within construction firms doing business in United Arab Emirates. The purpose of the study is therefore to explore whether businesses work better when applying the internal marketing model on the construction companies working in the said area under study through improving the relationship between marketers and engineers or not for future business escalation. ACKNOWLEDGEMENT I wish to acknowledge certain institutions and individuals for their valuable contribution to the successful completion of this dissertation. I’m particularly indebted to my Dissertation Adviser for guiding, supporting and encouraging me throughout my research work. Special thanks go to the University library staff for availing vast resources that added tremendous value to this dissertation. I also wish to record my special gratitude and sincere appreciation to all my co lleagues and close family members for the support and encouragement they accorded me. Lastly but not the least, I wish to register my sincere thanks to all the respondents who took part in the study. Table of Contents Page Running Head 1 Executive Summary 2 Acknowledgement 3 Table of contents 4 List of tables 7 CHAPTER ONE: Introduction 8 1.1. Overview 8 1.2. Background Information 9 1.3. Significance of the Study 10 1.4. Problem Statement and Research questions 11 1.5. Scope of the research 11 1.6. Research objectives 12 1.7. Research questions 12 1.8. Research design 12 1.9. Chapter Summary 13 CHAPTER TWO: Literature review 14 2.1. Introduction 14 2.2. The role of internal marketing and employees relationships 15 2.3. The concept of internal marketing 16 2.4. Implementation of Internal Marketing and Marketing Mix 18 2.5. Characteristics of Internal Marketing-Oriented Organization 22 2.6. Conflict between Engineers and Marketers 23 2.7. Importance of internal marketing 26 2.8. Conc lusion 30 2.9. Chapter Summary 32 CHAPTER THREE: Methodology 33 3.1. Introduction 33 3.2. Design Appropriateness 33 3.3. Area of study 34 3.4. The target population 34 3.5. Sampling technique 35 3.6. Instrumentation 36 3.7. Data Collection process 37 3.8. Statistical data analysis 38 3.9. Reliability and Validity 38 3.10. Ethical considerations 39 3.11. Chapter Summary 39 CHAPTER FOUR: Findings 40 4.1. Introduction 40 4.2. Characteristics of Respondents 40 4. 3. Descriptive Data 42 4.4. Chapter Summary 51 CHAPTER FIVE: Discussions and Implications 52 5.1. Introduction 52 5.2. Discussion of the results 52 5.3. Practical implications of this study 56 5.4. Chapter Summary 57 CHAPTER SIX: Conclusions and Recommendations 58 6.1. Introduction 58 6.2. General summary of findings 58 6.3. Limitations of the Study 60 6.4. Recommendations for future research 61 6.5. Concluding remarks 62 6.6. Personal Reflections 63 6.7. Chapter summary 63 BIBLIOGRAPHY 64 APPENDICES 66 LIST OF TABLES Table 1: 4P elements of marketing mix 20 Table 2: Characteristics of Respondents 41 Table 3: Relationship between engineers and marketers 43 Table 4: Assessment of engineering-marketing