THE APPLICATION OF THE INTERNAL MARKETING IN COMPANIES IN CROATIA

Marko Paliaga (), Zeljko Strunje and Hrvoje Pezo
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Marko Paliaga: University of Juraj Dobrila, Pula

Economic Thought and Practice, 2010, vol. 19, issue 2, 211-223

Abstract: In today’s highly dynamic and turbulent environment where companies do business, and where there is a daily struggle to maintain the market position and to achieve the competitive advantage, marketing is an important factor in the creation of products and services on the market. Unlike external, the internal marketing is insufficiently explored and used in Croatian companies. Internal marketing includes marketing knowledge, skills, tools, methods and techniques applied in the internal market, i.e. within the company, so as to achieve the synergy in the work of all employees in accordance with the basic goals, mission, and strategies of a company. The authors investigated the characteristics of internal marketing in companies operating on the Croatian market. The aim of this study was to determine the application of both, principles and concept of internal marketing in Croatia, and its representation within Croatian companies. Previous researches and experiences, that can be found in foreign publications, indicate to the advantages of applying this concept within the companies, and to its strong influence in the creation of competitive advantage in terms of services and customer’s satisfaction, and in terms of loyalty of customers and employees.

Keywords: internal marketing; service marketing; employees; management (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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