Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Role of Internal Marketing on the Parliamentary Dealings In Ghana: Perception from Ghanaians

Author(s): Gertrude Agyemang and Alfred Owusu

The importance of Internal Marketing as an effective tool to the dealings of Parliament of Ghana cannot be downplayed. The concept of internal market is a promising area of study in the marketing and organizational behaviour literature. However, research needs on internal marketing has mainly focused on both private and some public organizations with little or no research on Ghana???s Parliament dealings. Using in-depth interviews, this paper explores how internal marketing through education and training ensure that Members of Parliament in Ghana know what to do, when to do, how to do and for whom to do; making it easy to achieve the laid down objectives of Parliament. Findings suggest that differences in political goals in an emerging economy such as Ghana interferes with the developmental growth of Ghana. Therefore, Members of Parliament must work towards achieving a unified goal. Having an understanding on the concept of internal marketing in Parliament means treating members as internal customers hence, sustaining the internal market during good times and bad times to perform effectively for the success of Parliament. It was ascertained that internal marketing communication within Parliament is very crucial. Through communication, relevant tasks and information are elaborated to ensure satisfaction of the general public. When members are well-informed, they tend to work effectively to achieve success in all projects and decisions.
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