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In this study the effect of internal marketing on the job satisfaction of primary school teachers and the effectiveness of primary schools was tested. I used structural equation modeling to examine the relationships among internal marketing, job satisfaction, and school effectiveness,
and data were collected from 521 teachers in Central Taiwan primary schools. The results showed that both internal marketing and job satisfaction had a direct positive relationship with school effectiveness and job satisfaction had a partial mediating role in the association between internal
marketing and school effectiveness. The research implications are that those in charge of primary schools need to emphasize internal marketing strategies and realize, and take into account, the effect of job satisfaction in the relationship between internal marketing strategies of schools
and their effectiveness.