Ružić, Erik and Benazić, Dragan and Dolenec, Sanja (2013) Application of the internal marketing concept in the Croatian financial sector. Ekonomski pregled, 64 (3). pp. 241-255. ISSN 0424-7558
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Although the internal marketing concept emerged in the 1970s from service marketing, it has not been widely accepted in the business environment. One of the reasons lies in the fact that the concept and the components had not been precisely defined. The purpose of this paper is to assess the extent of the acceptance of the internal marketing philosophy in the Croatian financial sector and to identify the components of internal marketing. The conducted research highlights that the acceptance of the concept in the Croatian financial sector is mediocre. This confirms the insufficient application of the concept in practice. The study findings also suggest that internal marketing is perceived through three dimensions, e.g. development and communication to employees, rewarding and training and organization’s vision. These findings underline the issue that managers have to take into consideration when designing internal marketing programs, in order to achieve IM objectives. Furthermore, this study contributes to the literature by determining the components of the internal marketing that are somewhat different of the components indicated by previous research.
| Tip objekta: | Članak |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | 2013/64 |
| Ključni pojmovi: | internal marketing, internal marketing components, employees, financial sector |
| Teme: | 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 336 Financije. Uključujući: Javne financije. Bankarstvo. Novac 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing |
| Odjeli: | Fakultet ekonomije i turizma "Dr. Mijo Mirković" |
| Datum pohrane: | 20 Feb 2014 07:21 |
| Zadnja promjena: | 20 Feb 2014 07:21 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/3231 |
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