THE CHALLENGES OF INSIDE MARKETING GENERATED BY THE NEW CONTEXT OF EXTENDED TELEWORK

Elisabeta Andreea Budacia () and Marian Florin Busuioc ()
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Elisabeta Andreea Budacia: Romanian-American University, Romania
Marian Florin Busuioc: Romanian-American University, Romania

Journal of Information Systems & Operations Management, 2021, vol. 15, issue 1, 42-50

Abstract: Marketing is omnipresent in the field of business and not only; in fact, it is hard to avoid in our daily lives, in general. The current context of the pandemic changed radically the coordinates of marketing in general, and those of inside marketing in particular. Inside marketing (i. e. within one company) can be viewed as an integral part of human resources management due to its indirect, but valuable contribution to maintaining the relations with external customers. An obvious change refers to the manner in which internal communication is realized, as a result of the transition to telework. The companies’ preoccupations, within the new context, are focused in order to provide the adequate technologies for communicating, motivating the workers and maintaining and building an attachment to their own brand.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:rau:jisomg:v:15:y:2021:i:1:p:42-50

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