ВЪТРЕШЕН МАРКЕТИНГ – ВЪЗМОЖНОСТИ ЗА ЛИДЕРИ В УСЛОВИЯ НА ПАНДЕМИЯ COVID 19
INTERNAL MARKETING – LEADERSHIP OPPORTUNITIES IN THE COVID 19 PANDEMIA

Author(s): Borislava Cherlkezova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: internal marketing; approach; employee engagement; remote work; digitalization; Covid 19; stress free adaptation
Summary/Abstract: In the context of the Covid 19 pandemic, many businesses are quick to rethink and look for ways to transform their existing work models towards digitalization. The purpose of the report is to present the capabilities of internal marketing as an approach that takes into account the staff needs and can ensure team engagement with new processes and stress-free adaptation. On the basis of theoretical analysis, the main principles and activities from the point of view of internal marketing are derived in order to ensure the necessary employee engagement with needed organizational changes during and after Covid 19.

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