Prethodno priopćenje
RESEARCH OF IMPLEMENTATION OF INTERNAL MARKETING IN COMPANIES IN THE REPUBLIC OF CROATIA
Marko Paliaga
Željko Strunje
Sažetak
Marketing has a strong role in creating products and services offered in the market in today's
particularly dynamic and turbulent business environment marked by daily struggle to keep market
positions and realise competitive advantages. Unlike external marketing, internal marketing is still
insufficiently researched and used in Croatian companies. Internal marketing comprises marketing
know-how, skills, tools, methods and techniques used on the internal market (within the company) with
the objective of achieving synergistic effect of all employees in conformity with basic targets, the
mission and strategies of the company. The focus of this paper is the research of characteristics of
internal marketing of companies working in the Croatian market. The aim of the research was to
determine, by means of a preliminary research, the implementation of principles and internal
marketing concept in Croatia and its representation within Croatian companies. Previous works and
experiences published in foreign publications indicate advantages of implementation of this concept
within companies in addition to a great impact on creation of competitive advantages, particularly in
terms of services, customer satisfaction and loyalty of both customers and companies' own employees.
Ključne riječi
internal marketing; services marketing; employees; management
Hrčak ID:
67749
URI
Datum izdavanja:
1.3.2011.
Posjeta: 3.555 *