INTERNAL MARKETING –LEADERSHIPOPPORTUNITIES IN THE COVID 19 PANDEMIA

Borislava Cherlkezova ()
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Borislava Cherlkezova: University of Economics – Varna, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 677-686

Abstract: In the context of the Covid 19 pandemic, many businesses are quick to rethink and look for ways to transform their existing work models towards digitalization. The purpose of the report is to present the capabilities of internal marketing as an approach that takes into account the staff needs and can ensure team engagement with new processes and stress-free adaptation. On the basis of theoretical analysis, the main principles and activities from the point of view of internal marketing are derived in order to ensure the necessary employee engagementwith needed organizational changes during and after Covid 19.

Keywords: internal marketing; approach; employee engagement; remote work; digitalization; Covid 19; stress free adaptation (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:cfdide:y:2020:i:1:p:677-686

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