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Место и роль концепции внутреннего маркетинга в системе современных маркетинговых подходов

Долженко Р. А., Ветрова Т. В.

The article describes the essence of internal marketing, the evolution of its concept and the main directions of its implementation in the company. Internal marketing represented as an ideology of institutional activities which companies should consider staff as internal customers in conjunction with external customers of the company as a basis for formation the system of relationship marketing. The role of internal customer focus and the tools for its development are showed.