THE CONCEPT OF INTERNAL MARKETING IN THE PROCESS OF PERSONNEL MANAGEMENT AT THE ENTERPRISE
Abstract
Purpose. The theoretical and methodological foundations of the concept of internal marketing in the process of personnel management and the development of ways to implement this concept in the enterprise. Methodology of research. During the study, used methods such as descriptive and comparative (in the approaches to the concept of internal marketing), induction, deduction and synthesis (if the justification for the use of internal marketing in the enterprise and identify ways of its implementation). Findings. The existing approaches to understanding the concept of internal marketing. Internal marketing is a multidimensional concept, which is aimed at improving the efficiency of the personnel of the enterprise to achieve its market goals. It is also an integral part of management, and component marketing. Necessity of internal marketing at domestic enterprises. Determined that the most successful companies in the world use the concept of internal marketing as an element of the overall strategy in human resources. The ways of implementing the concept of internal marketing in the enterprise, including: awareness of the guidance necessary to implement internal marketing in the enterprise, formation of effective system of motivation, development of an effective program of staff development, etc. Originality. The ways of implementing the concept of internal marketing in the process of personnel management in the enterprise, which, in contrast to existing, should be integrated into the overall business strategy and be based on effective programs, motivation and evaluation of personnel. Practical value. The ways of implementing the concept of internal marketing in the process of personnel management will enhance the productivity and efficiency of the enterprise as a whole.
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