Detail publikace

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

ŠIMBEROVÁ, I.

Originální název

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

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

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.

Klíčová slova

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

Autoři

ŠIMBEROVÁ, I.

Rok RIV

2007

Vydáno

19. 4. 2007

Nakladatel

Kaunas University of Technology

Místo

Litevská republika

ISSN

1392-1258

Periodikum

Ekonomika

Ročník

2007

Číslo

12

Stát

Litevská republika

Strany od

1

Strany do

14

Strany počet

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"
}