PREREQUISITES FOR IMPLEMENTING THE INTERNAL MARKETING CONCEPT
The article analyzes the development of the marketing concept in relation to the internal client. The authors investigate the problem of the importance of personnel as steakholders based on the analysis of social policy of companies. The purpose of the study is to identify the prerequisites for implementing the concept of internal marketing in the corporate strategy. The research is based on the use of data published by companies in the form of social and integrated reports, and data obtained by a survey of a sample of small and medium-sized businesses. The results of the study showed that despite the weak interest of business in developing internal customer engagement programs, the prerequisites for implementing the concept of internal marketing have been formed in recently.
Keywords: internal marketing, corporate social responsibility, social and ethical marketing, social investment.
Highlights:
♦ theoretical approaches to the development of the concept of internal marketing are defined;
♦ an assessment of the structural components of the corporate policy of business focused on personnel is given;
♦ the directions of transformation of the corporate environment based on the concept of internal marketing are defined.
Irina V. Yakhneeva, Doctor of Economics, Associate Professor, Professor of the Marketing, Logistics and Advertising Department; Anna N. Agafonova, Candidate of Economics, Associate Professor, Associate Professor of the Marketing, Logistics and Advertising Department - Samara State University of Economics.