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Internal Marketing –Leadershipopportunities In The Covid 19 Pandemia

Author

Listed:
  • Borislava Cherlkezova

    (University of Economics – Varna, Bulgaria)

Abstract

In the context of the Covid 19 pandemic, many businesses are quick to rethink and look for ways to transform their existing work models towards digitalization. The purpose of the report is to present the capabilities of internal marketing as an approach that takes into account the staff needs and can ensure team engagement with new processes and stress-free adaptation. On the basis of theoretical analysis, the main principles and activities from the point of view of internal marketing are derived in order to ensure the necessary employee engagementwith needed organizational changes during and after Covid 19.

Suggested Citation

  • Borislava Cherlkezova, 2020. "Internal Marketing –Leadershipopportunities In The Covid 19 Pandemia," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 677-686.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:677-686
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    File URL: https://ue-varna.bg/~uevarna/uploads/filemanager/303/publishing-complex/2020/Economic_science_education_real_economy_T3_2020.pdf
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    More about this item

    Keywords

    internal marketing; approach; employee engagement; remote work; digitalization; Covid 19; stress free adaptation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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