Marketing Management Process Research Articles

Analisis Manajemen Pemasaran Berbasis Syariah Produk UMKM Melalui Penggunaan Marketplace: Studi Kasus Tiktok Shop Raja Ngemil Tahun 2021-2022

Sharia based for UMKM products through the use of the tiktok shop marketplace, what are the challenges and obstacles in marketing management for UMKM products in using the tiktok shop marketplace. Seeing the large number of UMKM that use marketplaces in marketing management raises questions regarding the marketing management process in accordance with sharia principles. Management is an important element which must be consireded and implemented because it relates to the marketing function, with management the goals of an institution will be fulfilled. The theory used is according to G.R. Terry and Philip Kotler. This research uses a qualitative approach with a case study method. The data sources in this research are primary data and secondary data. Data collection techniques used were interviews, observation, and documentation. The data analysis according to Miles and Huberman. Implementation of sharia-based marketing management for Raja Ngemil UMKM products using the tiktok shop marketplace. Raja ngemil carried out market analysis before starting the business by targeting market segmentation at the milinial generation. Planning marketing programs according to the marketing mix namely product, pricing and promotion, promotions in tiktok shop Raja Ngemil pay close attention to sharia marketing principles. In marketing, there are still obstacles, which are unavailability of stock during seasons, negative comments from customers, and algorithm changes. The conclusion of this research is that Raja Ngemil UMKM has implemented sharia-based marketing management which prioritizes sharia marketing principles, namely honesty nad hot harming other people.

Improving Islamic Kindergarten School Competitiveness in Indonesia: A Community Service Program Utilizing Marketing Management and PDCA Approach

Abstract: In Indonesia, Islamic kindergarten schools play a vital role in providing early childhood education within an Islamic framework. These schools must adopt effective marketing management strategies to enhance competitiveness and meet the changing educational landscape. This academic paper reports on a community program implemented in an Islamic kindergarten school TK-KB Aisyiyah Bendan Pekalongan, Central Java, Indonesia. The program aimed at improving school competitiveness via school strategic marketing. This paper explains the marketing management process approach, emphasizing the Plan-Do-Check-Action (PDCA) approach and school branding, and discusses its positive impact

MANAJEMEN PEMASARAN PENDIDIKAN DALAM MENINGKATKAN KUANTITAS PESERTA DIDIK DI SMPN 1 KEDUNGPRING LAMONGAN

Management is the art or science of managing resources or an activity including the people involved in the activity in order to achieve the stated goals effectively and efficiently, the process of coordinating work activities so that they can be completed effectively and efficiently. Educational marketing is a process by which a person or group gets what they need and want by creating what is needed, offering something they want and broadly being able to transact educational products or services that are of value to others. Educational marketing management is the art or science of offering or selling educational services needed by the community, either individually or in groups, and both parties, both sellers and customers, feel mutually benefited. The existence of marketing management in educational institutions is a form of effort to create a good image of the institution and attract the interest of a number of prospective students. Therefore, marketing must be customer-oriented which in the school context is referred to as students. Marketing management in educational institutions can be carried out through the planning process of educational marketing management, Implementation of Educational Marketing Management and Evaluation of Educational Marketing Management.

THE IMPORTANCE OF PACKAGING IN MARKETING TRADITIONALLY PROCESSED PRODUCTS IN THE WOMEN FARMING GROUP SUMBER REJEKI BANJAR CENGKILUNG PEGUYANGAN KANGIN DENPASRAR BALI

Packaging has become very important. Packaging no longer functions as a container for wrapping food or beverage products to protect them from dirt, dust, air, impact, and sunlight. It is also a promotional tool to attract buyers' interest. In general, processed livestock products are used for traditional ceremonies. As a tourism area, many domestic and foreign tourists also like Bali's processed livestock products, so the quality of these processed products needs to be improved along with developments in science and technology. Increasing income from the marketing process of processed livestock products will encourage groups of women farmers, who are a source of good fortune, to produce processed traditional food products in greater quantities. Consumers will choose products with attractive packaging compared to plain, simple, and unattractive packaging. The Sumber Rejeki Women's Farmers Group produces traditional food preparations, including Benyah Lab-Lab, Pork Sausage, Chicken Sausage, and Tum. The marketing management process for traditional processed food products produced by partners is very constrained, especially in product packaging, where packaging is crucial in product marketing. The main problem that will be the focus of problem-solving is how to make good packaging that can attract consumers to buy the product.The methods used are presentations and demonstration plots, as well as direct practice in making traditional processed products and packaging processed products produced by partners. It is hoped that the results of this activity will increase the knowledge of the group of women farmers as sources of good fortune and be able to market their products so that the group's income increases. Increasing group income will achieve group prosperity.

Solid Organic Fertilizer Packaging in Karang Ayu Cattle Group in Ayunan Village, Abiansemal Sub-District, Badung

Packaging has become increasingly essential. Packaging no longer serves only as a container for wrapping food or beverage products to protect them from dirt, dust, air, impact, and sunlight, but also as a promotional tool that attracts purchasers' attention. Increased income from the marketing of organic fertilizer products produced from cow manure will encourage breeders to increase their cattle population. Consumers will choose products with appealing packaging over those with plain or simple packaging that is unattractive. Cows produce manure that can be processed into organic fertilizer in addition to flesh. In the village of Ayunan, a substantial amount of processed organic fertilizers manufactured from cow manure are produced. The marketing management process for partner-produced organic fertilizer products is extremely constrained, particularly in terms of product packaging, which is crucial to product marketing. The primary issue that will be addressed is how to create attractive packaging that will encourage consumers to purchase products. Presentations, demonstration plots, and direct practice of packaging organic fertilizer products produced by partners are employed. This activity is anticipated to increase breeders' knowledge and their ability to market their products, increasing breeders' income and prosperity.

Стратегія та механізми просування товарів у системі маркетингу агропродовольчих підприємств

The article considers the problems of forming and implementing an adaptive strategy for the promotion of goods of food enterprises to sales markets. The conceptual basis of strategic marketing management of a food enterprise is formulated. This concept is based on the following provisions: consumer desires do not always coincide with their long-term interests, as well as with the interests of society in general; consumers prefer businesses that show sincere concern for their satisfaction and the well-being of the community; the critical task of the organization is to adapt to target markets to ensure satisfaction, as well as individual and collective well-being to attract and retain customers. It was determined that the peculiarities of marketing of food enterprises are primarily determined by the fact that they use agricultural products as raw materials; interweaving of natural and economic processes; the discrepancy between the working period in agriculture and the production period; seasonality of production and consumption of products. It has been established that the fundamental basis of the marketing management process is strategic planning. Due to that, all the necessary proportions are maintained, and the coordinated direction of the functioning of all links of society's economic system is ensured. The algorithm for forming a product promotion strategy and ensuring the competitiveness of a food enterprise on the market has been developed. Approaches to improving the promotion process of goods by food enterprises to sales markets using such technologies as direct sales (direct marketing), effective advertising, sales promotion, and public relations are substantiated. The experience of the marketing services of many food enterprises is summarized with an emphasis on reviewing the function of all operating units with an attitude towards marketing as a global management function. Keywords: food industry; food marketing; strategic marketing management; product promotion; socially oriented marketing.

ЗАВДАННЯ МАРКЕТИНГОВОГО МЕНЕДЖМЕНТУ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

The article discusses marketing management as a means of achieving the goals of a tourism enterprise. The essence of marketing management, its specificity and features, meaning and importance in achieving success on the market is revealed. An important role in the process of marketing management is assigned to the development of an effective marketing complex, the implementation of those tools that will correspond to the market situation and the goals and objectives set for the enterprise. In particular, we are talking about managing such elements of the marketing mix as product, price, distribution and promotion. Emphasis is placed on finding target markets, positioning the tourist product, formation competitive advantages and creating an effective marketing mix. The tasks that a tourism enterprise can solve with the help of marketing management are described. The role of the marketing information system, which provides the management of the tourism enterprise with operational, important and reliable information with acceptable costs, is determined. The need to conduct marketing research of target market subjects, in particular, consumers, suppliers, intermediaries, competitors, to develop on this basis forecasts for the development and sales of a tourist product is considered. An important role is given to the analysis of the competitive opportunities of the tourism enterprise, taking into account its resources. All this becomes the basis for the formation of the marketing strategy of the tourism enterprise. At the same time, important tasks are the management of personnel responsible for sales and marketing, as well as the development and application of a system for controlling the marketing activities of a tourism enterprise. This system should ensure the proper implementation of all intended marketing plans and programs, identify and prevent possible deviations, identify the need for corrections. Based on the defined tasks, the main stages of the marketing management process are revealed, the main actions to be taken at each of them are described. Thus, the main role of marketing management is reduced to the formation of an effective system that will optimally combine various means of marketing, will make it possible to take into account the requirements and needs of consumers, will provide significant competitive advantages and stable market positions of the enterprise.

Explication of the role of digital technologies in marketing management of a modern company

This study considers the use of digitalization technologies in the management of marketing of a commercial company. As a result, the problem of bringing empirical knowledge about the importance of digitalization technologies in the company's marketing management to a theoretical model has been solved. Digitalization technologies for implementation in marketing activities were selected and the decomposition of marketing management in a commercial company was performed. On this basis, a theoretical model for assessing the impact of digitalization technologies on the marketing management of a commercial company has been developed. The results of an empirical study based on the developed theoretical model proved the truth of the hypothesis about the positive impact of the spread of the use of digitalization technologies on the marketing management components of commercial companies. The choice of specific digitalization technologies is explained by the essence of marketing as a management activity. Structural decomposition of the marketing management process is explained by traditional management functions and clarifies the criteria for choosing technologies. The results of calculations according to the formed theoretical model are explained by the development of the platform economy and ecosystems, which involve the studied big data technologies, cloud computing and social media, as well as blockchain. The methodical approach to substantiating the role of digitalization technologies proposed in this study is characterized by the use of fundamental provisions on cybernetic systems, management theory, and modern marketing concepts. The obtained results make it possible to find out the presence and direction of the effects of the spread of the use of digitalization technologies in the company's marketing management and make informed decisions about the business digitalization strategy

Marketing Strategy Management for Early Childhood Education RA Al Wardah North Sumatra

Marketing management can be used as a mechanism for explaining and rationalizing a program's offerings with various advantages, both in terms of inputs (inputs), processes, products (outcomes), outputs (outputs), and graduates (effects). In addition, promotion can also be used to convey public accountability regarding the educational process and results that have been implemented and developed by the educational institution concerned. The formulation of this research is how the education marketing management process in RA Al Wardah North Sumatra, what are the targets to be achieved by RA Al Wardah North Sumatra with the implementation of marketing management, what is faced by RA Al Wardah North Sumatra in the performance of marketing management. The research was conducted in RA Al Wardah, North Sumatra, and the data source for this study was the principal. This study uses qualitative research methods. Observation, interviews, and documentation do data collection. Data analysis is done through data reduction, data presentation, and conclusion. Based on the study results, it can be concluded that marketing management at RA Al Wardah, North Sumatra is running very well and following the times. The marketing strategy by RA Al Wardah North Sumatra is to continuously improve the quality of educational services, has the characteristic of educating children to be pious and independent, holding various extracurricular activities outside school hours, and holding multiple competitions.

Manajemen Pemasaran Pendidikan Madrasah Ibtidaiyah Qita Kota Malang Sebagai Lembaga Pendidikan Baru

Recently, marketing management in the world of education is very much needed in line with the competition between educational institutions that is getting stronger because it is driven from various aspects, both the needs of society to the increasingly unlimited digital world. Marketing Management is needed for all educational institutions, both new and old institutions in building and maintaining their positive and attractive image. This research aims to understand and describe what are the objectives of marketing in the education zone, especially in Madrasah Ibtidaiyah QITA, then what are the elements of the marketing mix strategy that affect the marketing in MI QITA and the marketing management process itself. In this study, researchers used qualitative research methods with a case study approach, as well as data collection techniques based on the results of in-depth interviews, observations and documentation of facts in the field. The results of this study are the form of details of the expected objectives of MI QITA's marketing management as a new institution, elements of the marketing mix that affect marketing and marketing management consisting of planning, organizing, implementing and documentation.

Information-analytical System Supporting Marketing Decisions

The article discusses the information-analytical system supporting marketing decisions, which has paramount importance in marketing management. It represents a key facilitator in various marketing management processes. The paper proposes the main components of a marketing information system (MIS): an intelligent system of marketing decision or recommendation rules consisting of eccentric components, mathematical criteria, quality and priority criteria; request input/output system, which ensures that data received from the MIS is presented in the form required by the decision-maker (DM). The decision-maker, in addition to the complex marketing task of being responsible for making an effective economic decision, also adds to the burden of being able to evaluate the consequences that may result from the decision.

ANALYSIS OF MARKETING MANAGEMENT IN INCREASING SAVING PRODUCTS IN KSPPS BMT NU, MLANDINGAN BRANCH, SITUBONDO

Marketing management is the key to the continuity of an organization’s business so that it runs according to its function. The development of financial institutions, both banks, and non-banks, will encourage financial institutions always to optimize their marketing activities. Analyzing the market and its environment to find out how big the opportunity is to seize the market and how big the threat is that must be faced. This article aims to find out how marketing management is in improving products at the BMT NU Mlandingan branch. This study uses a descriptive qualitative method by conducting structured interviews in the form of questions related to obtaining relevant informants from customers and employees of the BMT NU Mlandingan Branch. Marketing management process by doing market segmentation, target market, determination, positioning, and differentiation. Savings and financing products are good and increasing from the intensity of increasing the number of customers with the reason that customers are easier and understand the advantages of savings and financing products at the malandingan branch of BMT NU. The findings in this study indicate that promotions can increase the number of customers in a faster time and reach a wider audience using existing media. Keywords: Marketing management, Products, BMT

СТРАТЕГІЧНЕ ПЛАНУВАННЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ АГРАРНИХ ПІДПРИЄМСТВ

The article investigates theoretical approaches to the essence of strategic planning, its significance, principles, problems of implementation in the farms of Ukraine, approaches to the algorithm of strategic plan development. Based on the comparative characteristics of strategic and operational planning, their differences are highlighted, the advantages of strategic planning and obstacles that hinder the full implementation of this process in Ukraine, while overcoming these obstacles will allow agricultural enterprises to develop a plan and implement marketing strategies. Strategic planning is a derivative of strategic management and therefore involves the development of a number of strategic decisions. Of course, in order to make a plan, it is necessary to proceed from the economic condition of the enterprise, its potential opportunities, problems. Marketing planning involves setting goals, developing and implementing an organization’s program, and having a monitoring and control mechanism in place to determine whether the planned program is being implemented or whether it has achieved the desired goals. Marketing planning is divided into strategic planning and operational planning, and plans can be classified by time and complexity. The article investigates theoretical approaches to the essence of strategic planning, its significance, principles, problems of implementation in the farms of Ukraine, approaches to the algorithm of strategic plan development. Based on the comparative characteristics of strategic and operational planning, their differences are highlighted, the advantages of strategic planning and obstacles that hinder the full implementation of this process in Ukraine, while overcoming these obstacles will allow agricultural enterprises to develop a plan and implement marketing strategies. Strategic planning is a derivative of strategic management and therefore involves the development of a number of strategic decisions. The marketing management process and the planning process must be integrated into an integrated marketing system. Starting with focusing on your goals, you can guarantee the creation of a marketing strategy and plan for marketing subsystems: information, logistics, planning, controlling.

Digitalization of the enterprise’s marketing management process

The theoretical and methodological principles of digitization of the marketing management process are examined in the article, main stages of its use in the practical activities of business entities are suggested. It is noted that successful digitalization of the marketing management process can only be achieved if the right approach to the choice of digital technologies is taken at all stages of marketing management: analysis of market opportunities and threats; selection of target markets; strategy formation; development of marketing programs; implementation of coordinated marketing activities. Nowadays, managers are faced with the question of how to survive in new realities and threats, and what operational decisions regarding the future of business should be made in a short period of time. It is required the ability of business to adapt to new market conditions, respond to the transformation of consumer needs and find new points of contact, actively work with digital tools, and with their help to actively shape its strategy. The development of a digital strategy includes the following blocks: research, offer, traffic funnel, budgeting and analytics. These blocks are described and the tasks for the successful formation of a digital strategy are determined. It is noted that the specification of the digital strategy requires decision-making regarding such elements of the marketing complex as goods, price, distribution and promotion. Under digitization, each of the elements of the marketing complex undergoes transformation under the influence of the development of digital marketing tools and technologies. Processes of the enterprise’s marketing complex elements digitalization are considered.

IMPROVEMENT OF MARKETING AND LOGISTICS MANAGEMENT PROCESSES TAKING INTO ACCOUNT CURRENT TRENDS IN MARKET DEVELOPMENT

The article investigates and considers options for the organization of marketing and logistics activities at the enterprise and developed a mechanism for managing marketing and logistics activities of the enterprise in order to implement them in the enterprise. With the help of theoretical analysis of marketing and logistics management processes and analysis of models, methods and mechanisms of marketing and logistics system of the enterprise considered the essence, purpose, content, objectives, basic principles and laws of reproduction of marketing and logistics activities in changing market conditions. the relationship of marketing and logistics at all levels of marketing and logistics strategy of the enterprise. Under the influence of marketing is the modification of the tasks of internal management and internal corporate planning of logistics activities of the enterprise. Reducing the costs of marketing and logistics strategy is one of the most affordable reserves to increase the competitiveness of the enterprise. The article examines a number of problems related to improving the management of marketing and logistics activities of the enterprise and developing an effective mechanism for its operation, adequate to the processes taking place in the market, taking into account strategic, tactical and technological aspects. Because, as utility analysis shows, a product or service provides satisfaction to the consumer only if it is available there and when the need arises, to achieve such satisfaction, integrated efforts are needed, both internal and external (with suppliers and end users). With this in mind, we need to work on understanding the importance of relations, intensifying communications between all participants in the marketing and logistics process and on the formation of information links.

MARKETING-LOGISTICS-ORIENTED MANAGEMENT OF ECOLOGICAL INNOVATIVE ENTERPRISES

Purpose. The study aims to develop a scientific and methodological approach of organizing a marketing-logistics-oriented management system for ecological, innovative enterprises (EIE) to ensure effective implementation and use of environmental innovations for the greening of material flows at the enterprise. Design/methodology/approach. The obtained scientific results are based on using a systematic approach, logical analysis, and synthesis to develop literature sources to determine methods to solving the problem of marketing-logistics-oriented management of the EIE. On the study of literary sources, the core and advantages of marketing and logistics management from the standpoint of the enterprise's efficiency and the functioning of marketing and logistics activities were identified. Also, domestic and foreign authors’ views about the interaction of marketing as a concept of management that is oriented on the market and logistics as a flow-oriented management were studied. This creates opportunities to increase commodity and information utility and value of goods. Findings. To confirm the article’s hypothesis, the scientific and systematic approach to the organization of the system “suppliers – ecologically innovative enterprise – marketing – consumers” for ecological optimization of material flows at the enterprise was offered. In particular, the research provides the use of matrix organizational management structure in organizing the activities of logistics and marketing services. In this case, such matrix structure ensures a rapid response of both systems to complex problems in supply and marketing and, at the same time, allows you to avoid duplication of functions of services and preserve cost-effective management of them. Originality/value. The necessity of transition from price competition for environmental goods and services to match for certain advertising activities aimed at stimulating ecological processes and a healthy lifestyle causes the formation of a marketing information system in an environmentally innovative enterprise. This system is intended to collect, accumulate, transmit, process, and analyze the information necessary for use by the marketing service to upgrade the planning and forecasting of marketing activities, improve demand for goods and services, and monitor the implementation of marketing activities. For effective marketing management of the EIE, it is necessary to monitor the environment’s condition based on marketing research constantly, always using modern marketing information systems and the latest information technologies. The purpose of the logistics system of an ecological, innovative enterprise is to ensure the availability of the necessary environmentally innovative products, goods, and services in the required quantity and range, of the specified quality, in the right place and at the right time. The functions of the logistics system of innovative ecological enterprises are determined to endow their viable work. The suggested scientific and methodological approach to marketing-logistics-oriented management of the EIE is based on constructing an optimal model of the EIE logistics system and the appropriate method of marketing information. Such attitude can be widely used in the design, creation, development, and research of EIE, regional, and national environmental innovation systems. It is directed at optimizing the movement of material flows on the system “suppliers – EIE – marketing – consumers” and managing these flows. Practical implications. A conceptual model of interaction of the marketing information system with the external environment for the rationalization of marketing activities and management processes of the EIE is constructed. The logistics system of ecological, innovative enterprises, which was formed in this paper, will improve the implementation processes of environmental innovations in the design “supplier – consumer” to green the enterprise and the region’s activities effectively.

Management Processes as Antecedents of Organizational Performance: A Literature Review

The purpose of this study is to critically analyse previous studies on management processes as antecedents of organizational performance. The study summarizes the level of understanding as regards the topic presently because of the importance of the information to the performance of organizations. The author searched Emerald, ScienceDirect.com, EBSCO and Google Scholar using a series of combinations of the following keywords: organizational management, performance management, high-performance organizations, management processes, management tools, influences of management processes, strategic management, marketing management, services marketing mix, , business organization and performance. This literature review has shown that performance is critical for the survival of the organization. It has also revealed that strategic management processes, marketing management processes and services marketing are key to organizational performance.

УПРАВЛІННЯ ПРОЄКТАМИ ЯК СКЛАДОВА ЧАСТИНА ФІНАНСОВОГО ІНЖИНІРИНГУ

This article discusses the importance and prospects of the project management process as a component of the science of financial engineering. Project management includes creating a work schedule, appointing a project manager, selecting a project team, project implementation and monitoring. The purpose of this article is to financially substantiate the essence and importance of project management in the activities of Ukrainian organizations and provide recommendations for optimizing the develop- ment of the project management process, in particular startups in the context of digitalization and financial development 4.0. An important role today is played by startup projects, which require in-depth study and development of measures to overcome obstacles to their implementation, as discussed in the article. The list of perspective directions (branches) of economy on creation of startups in Ukraine from the point of view of authors of article is also offered. The main features of project management – is the focus on results, regular interaction with stakeholders, the ability to assess project implementation. Modern approaches to project management are flexible, focused on getting quick results, and resilience to change, but they do not include a group of project marketing management processes. Although world experience shows that end-user loyalty to the brand and to the company's products increases, if the user feels the value of his opinion, realizes that he is involved in the process of developing new products and services, and also create a product that is interesting specifically for him. It is to solve such problems that it is important to include and use the group of marketing management processes not only at the stage of initiation and planning of the project, but also to use the services of marketing specialists at the stage of project development. Based on this, we can conclude that one of the main conditions for successful project management is professionally competent planning. The article emphasizes the lack of professional staff in the field of development and implementation of projects as an independent part of financial engineering. The problem of developing effective financial products also needs further study, especially in the context of digitalization, globalization processes, blockchain development, crowdfunding projects, and including startup projects.

СУЧАСНІ МАРКЕТИНГОВІ ТЕХНОЛОГІЇ ЯК ІНСТРУМЕНТ ЕФЕКТИВНОГО УПРАВЛІННЯ ПІДПРИЄМСТВАМИ В УМОВАХ ГЛОБАЛІЗАЦІЇ

Globalization through increased trade liberalization and the development of new technologies has led to a sharp increase in trade and economic turnover of goods and services, as well as an increase in the exchange of financial resources. Accordingly, effective marketing, which would take into account the various factors of the environment and the peculiarities of integration processes, becomes one of the tools to provide the prerequisites for competitive advantage in both national and global markets. At the same time, the use of modern marketing technologies in the management of marketing activities allows companies to increase turnover, become more personalized and become attractive to consumers. And, most importantly, not only the interface between brands and consumers is changing, but the correct application of marketing technologies allows modern companies to improve their financial situation, strengthen their position and facilitate integration into competitive global markets. The purpose of the study is to develop theoretical provisions and practical recommendations on the field, meaning and features of modern marketing technologies, their impact on the commercial activities of enterprises and strengthening competitive positions in domestic and global markets. The article examines the importance and necessity of the modern marketing technologies application in the activities of modern enterprises in a competitive global environment. In particular, the content, specifics, features of the formation of marketing technologies are considered. The purpose and directions of the marketing technologies application and their influence on competitiveness of domestic enterprises both in the domestic and global markets are substantiated. The conducted research gives grounds to conclude that marketing technologies are important for the effective operation of domestic enterprises. Proper selection and correct application of modern marketing technologies allows companies to improve marketing management processes, expand the target audience, increase sales, strengthen their market position, increase their image and brand interest in national and international markets.

Catalyzing knowledge management processes towards knowledge worker satisfaction: fuzzy-set qualitative comparative analysis

Purpose Constructed upon the knowledge-based view, the purpose of this study is to investigate the interrelationship between internal marketing, knowledge management processes and knowledge worker satisfaction. The study also postulates that specific combinations of internal marketing dimensions and knowledge management processes can lead to improved knowledge worker satisfaction. Design/methodology/approach The study sample is gathered from 248 personnel of Pakistan higher education institutions (HEI’s). The interrelationships are checked through Smart PLS 3.2.8. The fuzzy set qualitative comparative analysis (fsQCA) is used to examine configurational paths for improving knowledge worker satisfaction. Findings The results of the study show that in HEI’s, internal marketing has a substantial influence on knowledge management processes, and knowledge management processes strongly enhance knowledge worker satisfaction. The result from fsQCA reveals multiple configurational paths to improve knowledge worker satisfaction. Originality/value There is a scarcity of research that has explored the association of internal marketing, knowledge management processes and knowledge worker satisfaction. This study attempts to examine their inter-relationships in HEI’s. Methodologically, the study contributes by combining direct and configurational methods to foster the knowledge of organizational (higher education) matters. The use of fsQCA reveals multiple pathways to improve knowledge worker satisfaction and exposes asymmetric relationships between internal marketing and knowledge management processes that lead to knowledge worker satisfaction. The study identifies the interactions among variables that might not be directly obvious via conventional symmetric methods.