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

This study refers to the significance of internal marketing (IM) for employee job satisfaction in the pharmaceutical industry in Karachi. The backbone is the employees if we talk about any organization for the overall business performance and productivity therefore organization needs 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 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 a close-ended type with a 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 pharmaceutical 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 the limitation of time and cost, this study covered only the industry of Karachi and it is recommended to further analysis of the pharmaceutical industry of other cities of Pakistan with special reference to internal marketing