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2011 | nr 2 (4) | 83--101
Tytuł artykułu

Sovremennye koncepcij vnutrennego Marketinga ves

Treść / Zawartość
Warianty tytułu
Współczesne koncepcje wewnętrznego marketingu w UE
Contemporary Conceptions of Internal Marketing in EU
Języki publikacji
RU
Abstrakty
Publikacja zawiera omówienie koncepcji marketingowych warunkujących działalności przedsiębiorstw w Unii Europejskiej w świetle idei dokończenia jednolitego rynku europejskiego. Analizowane koncepcje stanowią podstawę do sformułowania wariantów rozwiązań i podjęcia decyzji marketingowych przez przedsiębiorców. Autorzy prezentują wieloaspektowość procesu marketingu wewnętrznego z uwzględnieniem klasycznych funkcji zarządzania, odrębności działalności i zarządzania w przedsiębiorstwie handlowym, a także rzeczowe oraz informacyjne uwarunkowania jego skuteczności.(abstrakt oryginalny)
EN
The central ideas of internal marketing - to treat employees as an in-house target group of the organization, to take into account that both the "customer" and the "supplier" are inside the organization - have been presented in the literature for some time defining internal marketing as the systematic optimization of internal processes using the instruments of marketing and personnel management in order to implement marketing as an internal attitude through simultaneous customer and employee orientation, so that the market-oriented corporate goals can be achieved more efficiently. In both academic and commercial circles, internal marketing is gaining recognition as a means of dealing with both employee-oriented marketing management and marketing-oriented personnel management. The more positive the employees' attitude towards the company's internal and external marketing strategy and activities, the better their point-of-sale performance. The paper explores an actual internal marketing situation which was implemented at a retail company. Based on relevancy analysis´ results it is illustrated how basic values, goals, activities and constraints can be identified. The causal graph is introduced as a feature for identifying and analyzing relations between variables and starting model building. For the sake of brevity the study´s results are introduced illustratively and the steps of an analysis are discussed briefly.(original abstract)
Rocznik
Numer
Strony
83--101
Opis fizyczny
Twórcy
  • Moskovskij gosudarstvennyj institut meždunarodnyh otnošenij MID Rossii, MGIMO-Universitet
  • Uniwersytet Humanistyczno-Przyrodniczy Jana Kochanowskiego w Kielcach
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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