Ioan, Done and Ivana, Domazet (2011): Improving the quality of human resources by implementation of internal marketing. Published in: Research Monograph on The role of labour markets and human capital in the unstable environment
Download (492Kb) | Preview
Internal marketing includes programs intended for employees and their development. It is targeted on identifying, motivating and retaining customer oriented employees. For that reason, it is ov great importance for labour intensive, and especially service oriented compa¬nies, since knowledge, expertise, activity and behavior of employees create overall business portfolio that the consumers/clients are buying on external market. Regardless of its industry, adoption and implementation of internal marketing concept lead to long-term growth and success of the company. Internal marketing has important points of contact with human resources field of activity; therefore the analysis of internal marketing concept and its basic dimensions is a significant factor for creating competitive advantage in current business environment. The goal of internal marketing is to focus attention of employees on internal activities that need to be developed, maintained, and promoted for the purpose of business and strengthening competitiveness of the company on the external market. Human resources management through qualifying and motivation of employees to fulfill customer market needs as much as possible, namely to recruit appropriate personnel, and maintain and improve long-term relationship with them, is one of the key prerequisites for company’s business success.
|Item Type:||MPRA Paper|
|Original Title:||Improving the quality of human resources by implementation of internal marketing|
|English Title:||Improving the quality of human resources by implementation of internal marketing|
|Keywords:||Human Resources, Internal Marketing, Competitiveness Improvement|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
J - Labor and Demographic Economics > J2 - Demand and Supply of Labor > J24 - Human Capital; Skills; Occupational Choice; Labor Productivity
|Depositing User:||Jean Andrei|
|Date Deposited:||12. Dec 2011 15:14|
|Last Modified:||13. Feb 2013 10:04|
Amitai Etzioni (2002), Monochrome Society, POLIROM, Iaşi
Baker B.E, Huselid M.A, Pickus P.S, and Spratt M.F (1997) HR as a source of shareholders value: research and recommendation. Human Resource Management
Bradley B, et al. (2004) “Exploring the Linkage between Internal Marketing, Relationship Marketing and Service Quality: a Case Study of a Consulting Organizations“, Rutledge, Total Quality Management, Vol. 15, No. 5-6, pp. 593-601.
Domazet I. (2011), Uloga internog marketinga u unapređenju kvaliteta ljudskih resursa, tematski zbornik Aktivne mere na tržištu rada i pitanja zaposlenosti, Institute of Economic Sciences, Belgrade.
Domazet I, Zubović J. (2007) CRM (Customer Relationship Management): A factor of global competitiveness improvement, in the thematic proceedings book Management and marketing under globalization, Faculty of Economics, Belgrade, Serbia.
Domazet I. (2010)’’Integrisane marketing komunikacije finansijskih organizacija“ doctoral thesis, Beogradska Bankarska Akademija, Fakultet za bankarstvo, osiguranje i finansije, Beograd.
Done I. (2000), Salary and Work Motivation, EXPERT, Bucharest
Done I. (2009), Problems and economic challenges of transition, EXPERT, Bucharest Done I., Moroianu N. (2004), Comparative Economics, INDE UPG Ploieşti and PARIS-XII Val de Marne, Ploieşti
Egan J. (2004) Relationship Marketing, PrenticeHall, Harlow.
Gilbert Abraham-Frois (1994), Political Economy, HUMANITAS, Bucharest
Gronroos, C. (2000) Service management and Marketing: A Customer Relationship Approach, 2nd edition, John Wiley&Sons, ltd. Chichester.
Gummesson E. (2003) Total Relationship Marketing, Burlington (MA), Oxford.
Jobber, D. (1995) Principles and Practice of Marketing, McGraw-Hill, Berkshire.
Kitchen, P. (2004) Integrated Marketing Communications, Routledge, New York.
Lings I, Brooks R. (1998) Implementing and Measuring the Effectiveness of Internal Marketing, Journal of Marketing Management, 4 (14).
Little E, Marandi E, (2003) Relationship Marketing management, Thomson Learning, London.
Lovreta, et al. (2010) Menadžment odnosa sa kupcima, Data Status, Beograd.
Mack O, Mayo M and Khare A. (2005) “A Strategic Approach for Successful CRM: A European Perspective”, Problems and Perspectives in Management, 2/2005.
Payne A, Frow P. (2005) “A Strategic Framework for Customer Relationship Management” , Journal of Marketing Vol. 69
Saad M, Ahmed P, andRafiq M. (2002) Internal Marketing: Using Marketing-Life Approaches to Build Business Competencies and Improve Performance in Large Malaysian Corporations, Asian Academy of Management Journal, Vol. 7, No 2, pp. 27-53.
Stauss, B. andHoffmann, F. (2000) Minimizing internal communication gaps by using Business Television, London/New York.
Trust Technology Solutions (2011) Calculating the Return on Training, available on www.irisconsulting.com.au/PDF's/Calculating%20the%20Return%20on%20Training.pdf , accessed on 16.2.2011
Wright R, (2004) Business-to-Business Marketing, PrenticeHall, Harlow www.crm2day.com/library/50055.php, pristupljeno 20.8.2011.
Zeinthaml V.A. and Bitner M.J (2003) Services Marketing: Integrating Customer Focus across the Firm, McGraw – Hill, New York.
Zubović J, Bradić-Martinović A, Dzopalić M. (2010) Effective implementation of e-CRM strategy, Polish Journal of Management Studies 1(1), pp. 52-62.
Zubović J, Domazet I, Bradić-Martinović A. (2011) Educational and training model for implementation of E-CRM strategy, in thematic monograph entitled Serbia and the European Union, Facultade de economia Universidade de Coimbra, Portugal, 2011, pp. 358-382.