The Roles of Internal Communications, Human Resource Management and Marketing Concepts in Determining Holistic Internal Marketing Philosophy

Dubravka Sinèiæ Æoriæ Nina Pološki Vokiæ
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Dubravka Sinèiæ Æoriæ Nina Pološki Vokiæ: Faculty of Economics, University of Zagreb, Zagreb, Croatia
Authors registered in the RePEc Author Service: Nina Pološki Vokić ()

Zagreb International Review of Economics and Business, 2009, vol. 12, issue 2, 87-106

Abstract: The paper analyses the triad of internal marketing (IM), internal communications (IC) and human resource management (HRM) parallely, which was not the prior interest of academics (so far only the dyads of those concepts were analyzed). The scopes, overlaps and differences between the three concepts are analyzed. By combining three before mentioned concepts a holistic internal marketing philosophy is described. The main conclusions are that a holistic internal marketing philosophy is grounded in a relationship marketing theory, that it does not rely solely on traditional marketing concepts and tools, and that it synergizes on three functional areas (IC, HRM and marketing).

Date: 2009
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