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Preliminary communication

INTERNAL MARKETING APPLICATION AND ITS EFFECTS ON CORPORATE CULTURE IN TRADE COMPANIES IN THE REPUBLIC OF CROATIA

Sunčica Roknić ; Wienerberger-Ilovac d. o. o., Karlovac, Croatia
Ivana First Komen ; University of Rijeka, Faculty of economics, Rijeka, Croatia

Fulltext: croatian, pdf (142 KB) pages 55-68 downloads: 846* cite
APA 6th Edition
Roknić, S. & First Komen, I. (2015). PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ. Zbornik Veleučilišta u Rijeci, 3 (1), 55-68. Retrieved from https://hrcak.srce.hr/139699
MLA 8th Edition
Roknić, Sunčica and Ivana First Komen. "PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ." Zbornik Veleučilišta u Rijeci, vol. 3, no. 1, 2015, pp. 55-68. https://hrcak.srce.hr/139699. Accessed 23 Jan. 2021.
Chicago 17th Edition
Roknić, Sunčica and Ivana First Komen. "PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ." Zbornik Veleučilišta u Rijeci 3, no. 1 (2015): 55-68. https://hrcak.srce.hr/139699
Harvard
Roknić, S., and First Komen, I. (2015). 'PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ', Zbornik Veleučilišta u Rijeci, 3(1), pp. 55-68. Available at: https://hrcak.srce.hr/139699 (Accessed 23 January 2021)
Vancouver
Roknić S, First Komen I. PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ. Zbornik Veleučilišta u Rijeci [Internet]. 2015 [cited 2021 January 23];3(1):55-68. Available from: https://hrcak.srce.hr/139699
IEEE
S. Roknić and I. First Komen, "PRIMJENA INTERNOG MARKETINGA I NJENI UČINCI NA KORPORATIVNU KULTURU U DJELATNOSTI TRGOVINE U REPUBLICI HRVATSKOJ", Zbornik Veleučilišta u Rijeci, vol.3, no. 1, pp. 55-68, 2015. [Online]. Available: https://hrcak.srce.hr/139699. [Accessed: 23 January 2021]

Abstracts
Internal marketing as a marketing activity was developed much later than external marketing although acknowledging the logical development of these two activities, the internal marketing should have preceded the external one. This research aims to define in which way and by application of which tools trade companies in the Republic of Croatia apply internal marketing, with which objectives and effects, and it proposes also to explore whether the application of internal marketing helps in making a real corporate culture as similar as possible to the desired one. Qualitative field research has been conducted on a sample of 10 companies in trade industry. In-depth interviews have been used to collect data from managers in charge of implementing internal marketing activities in these companies. The results show that the companies studied mainly apply the type of internal marketing in which all employees act as its recipients, while it is carried out by only one
organisational department, mainly their human resources department. Companies implement various tools of internal marketing, among which the most common are informing and educating employees and determining the level of their satisfaction. By the implementation of internal marketing most companies achieve results at internal and external markets, although the implementation of internal marketing gives the best results in achieving the desired corporate culture by including all employees in its implementation and by the application
of a wide range of its tools.

Keywords
internal marketing; corporate culture; internal communication; trade

Hrčak ID: 139699

URI
https://hrcak.srce.hr/139699

[croatian]

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