Improving the quality of human resources by implementation of internal marketing

Done, Ioan and Domazet, Ivana (2011) Improving the quality of human resources by implementation of internal marketing. In: The role of labour markets and human capital in the unstable environment. Karta Graphic Publishing House and Institute of Agricultural Economics, Ploiesti,ROM and Belgrade,SRB, pp. 57-86. ISBN 978-86-6269-001-2

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Abstract

Internal marketing includes programs intended for employees and their development. It is targeted on identifying, motivating and retaining customer oriented employees. For that reason, it is ov great importance for labour intensive, and especially service oriented companies, since knowledge, expertise, activity and behavior of employees create overall business portfolio that the consumers/clients are buying on external market. Regardless of its industry, adoption and implementation of internal marketing concept lead to long-term growth and success of the company. Internal marketing has important points of contact with human resources field of activity; therefore the analysis of internal marketing concept and its basic dimensions is a significant factor for creating competitive advantage in current business environment. The goal of internal marketing is to focus attention of employees on internal activities that need to be developed, maintained, and promoted for the purpose of business and strengthening competitiveness of the company on the external market. Human resources management through qualifying and motivation of employees to fulfill customer market needs as much as possible, namely to recruit appropriate personnel, and maintain and improve long-term relationship with them, is one of the key prerequisites for company’s business success.

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