The role of internal marketing in crisis management By applying it to a sample of employees of the Libyan Cement Company in the city of Benghazi

Abstract

This study aimed to identify the role that internal marketing plays in crisis management at the Libyan Cement Company in the city of Benghazi, and to identify the most important dimensions of internal marketing in crisis management. To achieve these goals, the descriptive analytical approach was followed, and a questionnaire tool was used to collect primary data from the study sample. Which amounted to (217) items that were selected in a simple random way. The study reached many results, the most important of which are: that the level of the internal marketing axis and its dimensions was moderate, and the existence of a strong positive correlation between internal marketing and its various dimensions (training and development, selection and appointment, empowerment, training). , internal communication) and crisis management, There is also a strong positive correlation between the dimensions of internal marketing and crisis management due to the personal characteristics variable (gender, age, educational level, job, years of experience) as a supporting variable.