Internal marketing as an effective tool for personnel management in the organization
Abstract
This article analyzes modern ideas about the development of the internal marketing concept, as a prerequisite for meeting the needs of potential customers of the organization. The content of the main approaches to the definition of this concept, and described types of instruments of internal marketing in companies are considered.
Keywords
концепция внутреннего маркетинга,
организация внутреннего маркетинга,
маркетинговые инструменты,
потребности персонала,
клиентоориентированный подход,
клиентоориентированный персонал,
анкетирование персонала,
internal marketing concept,
the organization of internal marketing,
marketing tools,
personnel needs,
customer-oriented approach,
customer-oriented staff,
a survey of staff
About the Authors
Nadezhda Arkhipova
Russian State University for the Humanities
Russian Federation
Russian Federation
Alan Abaev
Russian State University for the Humanities
Russian Federation
Russian Federation
References
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3. Berry L.L., Parasuraman A. Marketing Services: Through Quality. N. Y.: Free Press, 1991. P. 299.
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5. Соловьева Ю.П. Концепция внутреннего маркетинга // Маркетинг в России и за рубежом. 2005. № 4. C. 125-132.
6. Foreman S., Money A. Internal marketing: Concepts, measurement and application // Journal of Marketing Management. 1995. Vol. 11. №. 8. P. 755-768.
Review
For citations:
Arkhipova N., Abaev A. Internal marketing as an effective tool for personnel management in the organization. RSUH/RGGU BULLETIN. Series Economics. Management. Law. 2016;(3):65-75. (In Russ.)
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