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On Internal Marketing - Concept, Models, Advantages And Disadvantages

Author

Listed:
  • FUCIU Mircea

    (Lucian Blaga University of Sibiu)

  • DUMITRESCU Luigi

    (Lucian Blaga University of Sibiu)

Abstract

Internal marketing has become over the last three decades an important tool for companies to deliver high quality services and to develop customer loyalty. By presenting this paper, we aim to point out the concept of internal marketing form the original definition to the more current accepted ones, underline the concept of internal marketing from a strategic and functional perspective. The paper brings forth certain perspectives and characteristics of the internal marketing process and its links to other types of marketing, as well as it presents the main internal marketing models presented by the "fathers" of this field, Berry and GrÓ§nroos. This article creates an image of the idea behind these two models, their pros and shortcomings. At the same time by using internal marketing strategies and tactics, we must understand the advantages and disadvantages of implementing such an activity within the company and bringing it forth towards the business market.

Suggested Citation

  • FUCIU Mircea & DUMITRESCU Luigi, 2018. "On Internal Marketing - Concept, Models, Advantages And Disadvantages," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 70(5), pages 53-64, November.
    • Handle: RePEc:blg:reveco:v:70:y:2018:i:5:p:53-64
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    References listed on IDEAS

    as
    1. Kadic-Maglajlic, Selma & Boso, Nathaniel & Micevski, Milena, 2018. "How internal marketing drive customer satisfaction in matured and maturing European markets?," Journal of Business Research, Elsevier, vol. 86(C), pages 291-299.
    2. George, William R., 1990. "Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level," Journal of Business Research, Elsevier, vol. 20(1), pages 63-70, January.
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    More about this item

    Keywords

    marketing; internal marketing; employees; internal customer; human resources;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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