Use of International Experience in Formation of the System of Internal Marketing at Domestic Companies of the Service Sphere

The article studies world experience of managing hired personnel and forming a system of internal marketing. It was revealed during the study of experience of American, Japanese and European companies that, in order to increase sales of products and services, they develop and implement programmes directed at increase of qualification of the contact personnel. It analyses the modern state of the process of realisation of new principles of conducting business and efficient organisation of labour of the contact personnel by domestic companies engaged in the service sphere. It identifies the main goal of realisation of the concept of internal marketing in operational activity of domestic companies of the service sphere and substantiates main vectors of their development with the use of internal marketing tools and HR management.