RELATIONSHIP MARKETING COMMUNICATION CASE STUDY: COMMUNICATION BETWEEN MANAGERS AND EMPLOYEES

Alexandra Mironescu and Sebastian Stepien

Holistic Marketing Management Journal, 2012, vol. 2, issue 4, 33-37

Abstract: The current situation, of unprecedented development of the internal marketing and of the communication within it, commits any researcher who is drawn to this field, to accuracy, clarity, coherence and astuteness while identifying the mode in which the internal communication plan can be elaborated in tight connection with the organizations relational marketing objectives (hired personnels satisfaction).Communication remains the main interaction element in the internal marketing. However, the indicators with maximum impact on employees satisfaction must be discovered and tested.The present study takes into consideration a series of communication variables and submits them to ergonomic tests (descriptive and causal) in order to add value to the managerial planning of the communication strategy.

Keywords: relational marketing; internal marketing; communication; employees satisfaction (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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