EFZG working paper series, No. 12, 2007.
Ostalo
Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy
Dubravka Sinčić
orcid.org/0000-0002-1834-5491
; Ekonomski fakultet u Zagrebu
Nina Pološki Vokić
orcid.org/0000-0001-7600-7928
; Ekonomski fakultet u Zagrebu
Sažetak
Successful companies attach great importance to human resource management and internal
communications, because they are aware of the value of those activities and of strategic advantage they can
bring to the organization. They should also realize that it is necessary to live internal marketing philosophy,
if they stream to offer quality products and services to both markets: internal and external.
The idea of satisfied employees for the benefit of satisfied customers is accepted and developed by both
academicians and practitioners, through the concepts of internal marketing, internal communications and
human resource management. Consequently, the paper had two objectives: (1) to analyze concepts of
internal marketing (IM), internal communications (IC) and human resource management (HRM) parallelly,
and define their scopes, overlaps and differences; and (2) to propose a new internal marketing philosophy
that combines three before mentioned concepts.
The conclusion that emerged after reaching both objectives was that the new internal marketing philosophy
should be grounded in a relationship marketing theory. It should not be limited to neither of three functional
areas that are commonly connected to it – internal communications, human resource management or
marketing. It is for sure that managing internal relationships should not be restricted to any function, and
should not apply traditional marketing concepts and tools. That would ruin the nature of internal
relationship marketing, and would not encompass all tasks it should fulfill.
Ključne riječi
internal marketing philosophy; internal marketing; internal Communications; human resource management (HRM)
Hrčak ID:
137183
URI
Datum izdavanja:
5.7.2007.
Posjeta: 8.802 *