Interni marketing i interna marketing orijentacija
Internal marketing and internal marketing orientation

Summary/Abstract: Internal marketing or internal marketing orientation is an area that remains relatively under-researched. Despite over two decades of discussion of internal marketing, most operationalizations of marketing are grounded in ideas of product markets and remain resolutely focused on external marketing, ignoring the internal focus necessary in service markets. This paper explores the structural relationship through which internal marketing can create value for an organisation, its internal and external customers/clients and develops a new model of integrative marketing orientation, based on its external and internal orientation.

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