Detail publikace

Internal marketing a s a part of marketing culture creating value for external customer.

Originální název

Internal marketing a s a part of marketing culture creating value for external customer.

Anglický název

Internal marketing a s a part of marketing culture creating value for external customer.

Jazyk

en

Originální abstrakt

The aim of paper is focused to internal marketing as an important part of marketing culture creating value for customer. The right reason of the approach is the challenge facing companies in today's increasingly competitive global climate. Lately, possibilities how to guarantee sustainable development of companies are sought more and more frequently. In the paper are briefly described both theoretical concepts of marketing culture and internal marketing from the point of their relationship. The value for customers is becoming key point for establishing and maintaining the markets. Internal marketing as a part of corporate marketing culture through employees is base for creating value to customer. That is base frame for turning attention away from traditional roles of marketing towards the fundamental process of going to market, be close to your internal and external customers, and satisfied their needs. Establishing a set of company values, standards, artefacts and behaviours that would reflect company mission, goals, approaches and best practices to the market should influence company results of efficiency.

Anglický abstrakt

The aim of paper is focused to internal marketing as an important part of marketing culture creating value for customer. The right reason of the approach is the challenge facing companies in today's increasingly competitive global climate. Lately, possibilities how to guarantee sustainable development of companies are sought more and more frequently. In the paper are briefly described both theoretical concepts of marketing culture and internal marketing from the point of their relationship. The value for customers is becoming key point for establishing and maintaining the markets. Internal marketing as a part of corporate marketing culture through employees is base for creating value to customer. That is base frame for turning attention away from traditional roles of marketing towards the fundamental process of going to market, be close to your internal and external customers, and satisfied their needs. Establishing a set of company values, standards, artefacts and behaviours that would reflect company mission, goals, approaches and best practices to the market should influence company results of efficiency.

BibTex


@article{BUT44551,
  author="Iveta {Šimberová}",
  title="Internal marketing a s a part of marketing culture creating value for external customer.",
  annote="The aim of paper is focused to internal marketing as an important part of marketing culture creating value for customer. The right reason of the approach is the challenge facing companies in today's increasingly competitive global climate. Lately, possibilities how to guarantee sustainable development of companies are sought more and more frequently. In the paper are briefly described both theoretical concepts of marketing culture and internal marketing from the point of their relationship. The value for customers is becoming key point for establishing and maintaining the markets. Internal marketing as a part of corporate marketing culture through employees is base for creating value to customer. That is base frame for turning attention away from traditional roles of marketing towards the fundamental process of going to market, be close to your internal and external customers, and satisfied their needs. Establishing a set of company values, standards, artefacts and behaviours that would reflect company mission, goals, approaches and best practices to the market should influence company results of efficiency.",
  address="Kaunas University of Technology",
  chapter="44551",
  institution="Kaunas University of Technology",
  journal="Ekonomika",
  number="12",
  volume="2007",
  year="2007",
  month="april",
  pages="1--14",
  publisher="Kaunas University of Technology",
  type="journal article - other"
}