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Finds that human resource management enhances external marketing success through engaged employees, indicating the importance of internal marketing.
Internal marketing emphasizes aligning employees with an organization’s vision, values, and customer-focused goals. Human Resource Management plays a crucial role by recruiting, training, motivating, and retaining employees who deliver consistent service quality and brand values. When employees are engaged and satisfied, they become brand ambassadors, positively influencing customer experiences, brand reputation, and ultimately the success of external marketing efforts.
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Anantjit Publication (2026) studied this question.
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