Practising internal marketing in secondary public education: development of an integrated model
by Christina Thomaidou Pavlidou; Andreas Efstathiades
International Journal of Economics and Business Research (IJEBR), Vol. 20, No. 1, 2020

Abstract: The aim of this study is to investigate the existence of internal marketing (IM) strategies in secondary public schools, providing suggestions to principals and policy-makers for their application. Based on the literature review, a conceptual model of IM strategies has been developed to test on secondary public schools in Cyprus. The structural equation modelling (AMOS) software used for data analysis showed that a range of IM strategies are absent from secondary public schools and there is a positive relationship between relationship development, human resource management (HRM) and education process and internal customer segmentation (EPICS) strategies respectively to IM in the public secondary schools.

Online publication date: Tue, 14-Jul-2020

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