ON INTERNAL MARKETING - CONCEPT, MODELS, ADVANTAGES AND DISADVANTAGES

Mircea Fuciu and Luigi Dumitrescu
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Luigi Dumitrescu: Lucian Blaga University of Sibiu

Revista Economica, 2018, vol. 70, issue 5, 53-64

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 GrÓ§nroos. 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 (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2018
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