Enhancing Internal Marketing - Dissertation Example

The current research paper is a product of research carried on construction companies in the area of the United Arab Emirates. The study utilized a selected questionnaire made up of structured questions based on the available literature on internal marketing and its effect on reducing the conflicts between engineers and marketers in construction companies. Based on extant literature, it is clear that interdepartmental integration has been a problematic issue in a number of companies either small or large.

This realization consequently led to the investigation of this study that looked into the possibilities of enhancing internal marketing to solve potential conflicts between marketers and engineers within construction firms in the UAE. 1.5 Scope of the research The study was carried out exclusively on large, medium and small-sized construction firms with substantial total revenues in the region of UAE. The research was based on the assumption that internal marketing could be implemented only in most developed businesses.

The respondents were largely drawn from employees in the engineering and marketing departments of the selected companies. The participation of employees from the above departments was based on the presumption that they are better placed to understand the aim of the current research. This was because the subject matter of the study was affecting them.1.6 Research objectivesThe main objective of the present research was to investigate the role played by the internal marketing model in solving potential conflicts between marketers and engineers within construction firms, particularly in the UAE region.

The research specifically sought to understand if the business of the construction companies works better when applying the internal marketing model through improving the relationship between marketers and engineers or not. To accomplish this, the present research determined the existence of potential conflicts between marketers and engineers in companies that have these two departments. It also examined how marketing strategies can be employed to resolve potential conflicts.