ON INTERNAL MARKETING – CONCEPT, MODELS,  ADVANTAGES AND DISADVANTAGES

FUCIU Mircea, Lucian Blaga University of Sibiu

DUMITRESCU Luigi, Lucian Blaga University of Sibiu

Abstract:
Internal marketing has become over the last three decades an important tool for companies to deliver high quality services and to develop customer loyalty. By presenting this paper, we aim to point out the concept of internal marketing form the original definition to the more current accepted ones, underline the concept of internal marketing from a strategic and functional perspective. The paper brings forth certain perspectives and characteristics of the internal marketing process and its links to other types of marketing, as well as it presents the main internal marketing models presented by the “fathers” of this field, Berry and Grӧnroos. This article creates an image of the idea behind these two models, their pros and shortcomings. At the same time by using internal marketing strategies and tactics, we must understand the advantages and disadvantages of implementing such an activity within the company and bringing it forth towards the business market.

Keywords: marketing, internal marketing, employees, internal customer, human resources

JEL Classification: M31, M39

Volume: 70, Issue: 5

Pages: 53 - 64

Publication date: November, 2018

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/70506fuciu&dumitrescu.pdf

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