EVALUATING THE EFFECTIVENESS OF INTERNAL MARKETING AND ITS IMPACT ON BUSINESS COMPETITIVENESS
The article considers the methodology for evaluating the effectiveness of internal marketing. The authors study theoretical approaches presented in scientific research and systematize existing methods. The purpose of the research is to determine the principal models for evaluating internal marketing performance indicators and the possibilities of their practical application. The paper uses the results of scientific research, expert assessments and public data of Russian companies. The research results can be used as a basis for developing a system of internal corporate efficiency in relation to external business goals.
Keywords: internal marketing, marketing effectiveness, competitiveness management.
Highlights:
♦ the types of internal marketing effectiveness are systematized;
♦ the nature of the relationship between internal marketing performance indicators and business competitiveness is determined.
Anna N. Agafonova, Candidate of Economics, Associate Professor, Associate Professor of Marketing, Logistics and Advertising Department; Irina V. Yakhneeva, Doctor of Economics, Associate Professor, Professor of Marketing, Logistics and Advertising Department - Samara State University of Economics.