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Author(s): Obafemi Olumuyiwa Olugbenga (Ph.D.), Obisesan Adekunle Abayomi.

Volume/Issue: Volume 7 , Issue 4 (2024)

Abstract:

The study examines the effect of internal marketing on organizational objectives. To determine this, the study establish the effect of organizational value exchange on organizational objectives; determine the rate of organizational internal communication on organizational objectives and examine the effect of training and development on organizational objectives. The analysis of the internal marketing tools in the study showed that variety of internal marketing tools has led the company (Nigerian Breweries Plc) to achieve its organizational objectives. To sustain this achievement, there is need to pay attention towards internal customers (employee). Simple random technique was adopted to select 155 employees of Nigerian Breweries, Lagos. While correlation analysis was adopted to determine the relationship between internal marketing variables (Value exchange, Internal Communication and Training & Development) and organizational objectives (performance). The result reveals the value of the correlation coefficient to be less than the standard 0.05 at 5% significance level, this depicts that internal communication has positive impact on organizational objectives of companies in Nigeria. This results in tandem with the findings of Gordon & Wakibi (2019) that internal marketing and job satisfaction are positive and statistically significantly associated to quality health service delivery. The study conclude that the role of internal communication, value exchange and training and development among employees in manufacturing companies should be given utmost attention, since employees needs exchange of information to drive the marketing capabilities of the organization, identify and merge the values of the organization with the values of the staff to maximize efficiency on the market drive and offer quality marketing trainings and development for the employees to gain competitive advantage and capture the large market within a short period of time.

Keywords:

Effect, Internal marketing, Organisational Objectives, Manufacturing Companies.

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