Publication detail

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

ŠIMBEROVÁ, I.

Original Title

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

Type

journal article - other

Language

English

Original Abstract

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.

Keywords

internal marketing, marketing culture, market orientation, customer satisfaction, services, value for customer

Authors

ŠIMBEROVÁ, I.

RIV year

2007

Released

19. 4. 2007

Publisher

Kaunas University of Technology

Location

Litevská republika

ISBN

1392-1258

Periodical

Ekonomika

Year of study

2007

Number

12

State

Republic of Lithuania

Pages from

1

Pages to

14

Pages count

14

BibTex

@article{BUT44551,
  author="Iveta {Šimberová}",
  title="Internal marketing a s a part of marketing culture creating value for external customer.",
  journal="Ekonomika",
  year="2007",
  volume="2007",
  number="12",
  pages="1--14",
  issn="1392-1258"
}