Educational and Media Discourse in Disseminating Human Rights Culture: A Comparative Study 10.35781/1637-000-141-007

Abstract

Abstract The study aimed to analyze the impact of internal marketing on the investment of marketing opportunities within the Hail Saeed Anam Group of Companies in the Capital Secretariat – Sana’a. Internal marketing is considered a strategic approach that enhances a company’s ability to cope with market changes and to efficiently exploit available opportunities. The study adopted the descriptive–analytical method and relied on a questionnaire distributed to a study population of 235 employees, representing a sample of those working in the marketing and sales departments of several companies within the group (Hail Saeed Anam & Co. (LLC) – Commercial Division, Hasco Trading Company, Middle East Trading Co. Ltd. (METCO), and Natco Consumer Division). The results revealed a statistically significant positive relationship between internal marketing practices and the investment of marketing opportunities. Among the dimensions of internal marketing, managerial empowerment and internal communication had the greatest impact on enhancing the companies’ competitive capabilities. The study also found that training and development still require further improvement to align with changing market demands, while the incentive and reward system plays a vital role in motivating innovation and individual initiative among employees. The study concluded that applying internal marketing within Yemeni companies contributes to building a motivating organizational culture that strengthens loyalty and institutional belonging, which in turn positively affects the investment of marketing opportunities and supports growth and sustainability amid increasing competition. Keywords: Internal Marketing; Marketing Opportunities; Hail Saeed Anam Group; Capital Secretariat – Sana’a.