Dubravka Sinčić () (Faculty of Economics and Business, University of Zagreb) Nina Pološki Vokić () (Faculty of Economics and Business, University of Zagreb)
Additional information is available for the following
registered author(s):
Successful companies attach great importance to human resource management and internal communications, because they are aware of the value of those activities and of strategic advantage they can bring to the organization. They should also realize that it is necessary to live internal marketing philosophy, if they stream to offer quality products and services to both markets: internal and external. The idea of satisfied employees for the benefit of satisfied customers is accepted and developed by both academicians and practitioners, through the concepts of internal marketing, internal communications and human resource management. Consequently, the paper had two objectives: (1) to analyze concepts of internal marketing (IM), internal communications (IC) and human resource management (HRM) parallelly, and define their scopes, overlaps and differences; and (2) to propose a new internal marketing philosophy that combines three before mentioned concepts. The conclusion that emerged after reaching both objectives was that the new internal marketing philosophy should be grounded in a relationship marketing theory. It should not be limited to neither of three functional areas that are commonly connected to it – internal communications, human resource management or marketing. It is for sure that managing internal relationships should not be restricted to any function, and should not apply traditional marketing concepts and tools. That would ruin the nature of internal relationship marketing, and would not encompass all tasks it should fulfill.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by Faculty of Economics and Business, University of Zagreb in its series EFZG Working Papers Series with number
0712.
Find related papers by JEL classification: M1 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising M5 - Business Administration and Business Economics; Marketing; Accounting - - Personnel Economics
This paper has been announced in the following NEP Reports: