التسويق الداخلي و أثره تحقيق الميزة التنافسية : دراسة تطبيقية على الجامعات الخاصة في محافظة تعز

الملخص EN

The study aimed to identify the impact of internal marketing in achieving competitive advantage in private universities m Yemen.

To achieve the objective of the study, an analytical descriptive method used based on survey to identify the level of internal marketing and the level of achieving competitive advantage in Yemeni private universities.

The study population consists of all employees and academics staff in Yemeni private universities in Taiz governorate.

A convienent sample was taken from the study population estimated at 70 respondents.

The results revealed high level of availability of internal marketing and high level of availability of competitive advantage in private universities in Yemen.

There is also a significant positive impact of internal marketing on competitive advantage (i.e., the higher the level of internal marketing in the university or service institutions in general, the greater the ability' to achieve competitive advantage (competitive advantage of others).

Based on the results, several recommendations were suggested, most important the necessity of the administration of the universities or service institutions to take internal marketing seriously and realize its importance in achieving competitive excellence over others.

Moreover, it is recommended not to seek out competitors and try to imitate them in everything but to work seriously to provide something different and distinct from others through the development of information systems to explore all the needs and wants constantly evolving and meet them.