The aim of the article. The aim of the article is to summarize the scientific approaches defining the essence of the concept of «internal marketing» and determining their place in the marketing company. The results of the analysis. The theoretical development of foreign and local scientists concerning about internal marketing nature and its role in the marketing of the company has been analyzed. Applying the principles of a systematic approach for analysis of marketing allowed to select its own environment in the system of management. An integrate nature of marketing activities in the enterprise management system allows us to draw the conclusions about close relationship with other functional departments such as HR management, financial management, research and development management, production management and others. On the one hand, they consist the internal environment of the enterprise, and the other – they are the environment marketing system inside the company, and the «internal marketing» effort should be focused at them. An author’s definition of «internal marketing» specifies objects and objectives of its impact and goals from the point of view of the needs of consumer which have been substantiated and proposed. The differences between the concepts of «internal marketing environment» and «internal marketing» are defined. Internal marketing is seen as an activity within the company aiming to create a favorable external environment, bringing values of the company and its marketing goals to the Executive Board and staff, training the enterprise contact personnel about the product characteristics, methods and techniques of selling for the best satisfying of consumers’ needs and increase the enterprise customers base. Referring on the «Servuction» services marketing model, the author develops the concept of Ph. Kotler’s holistic marketing by expanding the objects of internal marketing. It concludes that the «internal customer» is, first and foremost, «contact» staff at all levels of management. The enterprises’ contact staff includes: top managers, that take meetings and contact with interested audiences, sales managers, that contact with agents, ad makers, that contact with advertising and PR-agencies – in short, all those who make contacts with target and contact audiences of the company. In addition, in the service sector, they are also a staff that has been providing the direct service to the consumer. These indicate categories are a sort of agents in the process of transferring goods or services to the final consumer. They should understand the value and the features of the product and should be motivated to provide the best service for a consumer. Conclusions and directions of further researches. The relationship with contact personnel must be the same with the agents, in other words it is necessary to teach the contact personnel with marketing techniques and to motivate them for providing the best service for a consumer. In the case when it is so far as concerned about the service industry, marketing complex tools as process and physical evidence should be related to the internal marketing objects. On the one hand, they are the part of internal environment, and on the other – a direct consumers’ impact tool, because the service using takes place in the company that provides services. The clarification of terms allows us to systematize the certain types of the enterprise marketing activity for achieving an effective impact on the consumer.
Keywords: internal marketing, internal marketing environment, marketing system, contact personnel, internal product, consumer
JEL Classification: M20, M31.
Cite as: Reshetnikova, I. (2015). The internal marketing in enterprise marketing system. Marketing and Management of Innovations, 1, 45-55. https://doi.org/10.21272/mmi.2015.1-04
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