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A Study to Observe Factors of Internal Marketing and its Impact on Employees’ Job Satisfaction: Evidence from Karachi Pharmaceutical Industry


  • Muhammad Zubair

    () (Indus University, Karachi)

  • Abdul Kabeer Kazi

    () (Khadim Ali Shah Bukhari Institute of Technology, Karachi)

  • Emadul Karim

    () (Khadim Ali Shah Bukhari Institute of Technology, Karachi)

  • Mohammad Qutubuddin Siddiqui

    () (Ajman University of Science and Technology, United Arab Emirates)


This study refers towards the significance of internal marketing (IM) for employee job satisfaction of pharmaceutical industry in Karachi. The backbone are the employees if we talk about any organization for the overall business performance and productivity therefore organization need to maintain its workforce through proper training & development, motivation, attractive salary and compensation & developmental plan and internal marketing plays a vital role in this context. Several studies have already been published about the importance of IM with highlighting the multiple areas for the execution and betterment of whole business performance. To fulfill the purpose of this study a questionnaire was prepared on close ended type with likert scaling approach to collect the data from employees of production, sales and head office management lower to top management staff of different national and multinational pharmaceuticals companies. The collected data from 100 respondents shows that to make a satisfactory job environment, companies have to focus more on practices of internal marketing. Due to limitation of time and cost, this study covered only industry of Karachi and it is recommended to further analysis for pharmaceutical industry of other cities of the Pakistan with special reference to internal marketing.

Suggested Citation

  • Muhammad Zubair & Abdul Kabeer Kazi & Emadul Karim & Mohammad Qutubuddin Siddiqui, 2012. "A Study to Observe Factors of Internal Marketing and its Impact on Employees’ Job Satisfaction: Evidence from Karachi Pharmaceutical Industry," KASBIT Business Journals, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 5, pages 40-47, December.
  • Handle: RePEc:ksb:journl:v:5:y:2012:p:40-47

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    References listed on IDEAS

    1. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    2. S. Narayan, 2009. "India," Chapters,in: The Political Economy of Trade Reform in Emerging Markets, chapter 7 Edward Elgar Publishing.
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    More about this item


    Internal Marketing; Job Satisfaction; Karachi Pharmaceutical Industry;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • J28 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Safety; Job Satisfaction; Related Public Policy
    • J54 - Labor and Demographic Economics - - Labor-Management Relations, Trade Unions, and Collective Bargaining - - - Producer Cooperatives; Labor Managed Firms


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