THE IMPORTANCE OF THE INTERNAL MARKETING IN THE ORGANIZATIONAL UNITS FOR THE COMPANY'S BRAND MANAGEMENT
DOI:
https://doi.org/10.24867/05GI15PavlovicKeywords:
Internal marketing, internal communication, internal branding, student organizationsAbstract
The aim of this paper is to promote the brand of the Faculty of Technical Sciences with the help of student organizations as an element of internal structure. The theoretical part defines internal marketing and internal branding. The research section describes the organizations where the survey was conducted and the questionnaire was used. The problem of research is the lack of recognition of the brand of student organizations. At the very end of this paper, an overview of the theoretical background is given and the main research question is answered: Are the student organizations good channels that have influence on positioning of the Faculty of Technical Sciences in the market?
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C. S. Chang and H. Chang, “Effects of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan,” Journal of Nursing Research, pp. 265-274, 2007.
D. Ballantyne, “A relationship-mediated theory of internal marketing,” European Journal of Marketing, pp. 1242-1260, 2003.
A. Aburoub, A. Hersh and K. Aladwan, “Relationship between Internal Marketing and Service Quality with Customers' Satisfaction,” International Journal of Marketing Studies, pp. 107-118, 2011.
P. Boxall, “Mutuality in the management of human resources: assessing the quality of alignment inemployment relationships,” Human Resource Management Journal, pp. 8-17, 2013.
H. Woodruffe, Services marketing, London: Pitman Publishing, 1995.
W. R. George, “Internal marketing and organisational behaviour: a partnership in developing customer-conscious employees at every level,” Journal of Business Research, pp. 63-70, 1990.
P. Argenti, “Strategic employee communications,” Human Resource Management, pp. 199-206, 1998.
S. Gounaris, “The notion of internal market orientation and employee job satisfaction: some preliminary evidence,” Journal of Services Marketing, pp. 68-90, 2008.
J. Wieseke, F. Kraus, S. H. Alavi and T. Kessler-Thones, “How leaders’ motivation transfers to customer service representatives,” Journal of Service Research, pp. 214-233, 2011.
J. Conduit, M. Matanda and F. Mavondo, “Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation,” Journal of Marketing Management, pp. 1320-1352, 2014.
D. Cahill, Internal marketing: your company’s next stage of growth, New York: The Haworth Press, 1996.
J. Flipo, “Service firms: interdependence of external and internal marketing strategies,” European Journal of Marketing, pp. 5-14, 1986.
S. Bedberi, Novi svet brendova: 8 principa da postignete brend liderstvo u 21. veku, Beograd: Mass Media International, 2009.
S. Einwiller and M. Will, “Towards an integrated approach to corporate branding – An empirical study,” Corporate Communications, pp. 100-109, 2002.
T. C. Dandridge, I. Mitroff and W. F. Joyce, “Organizational symbolism: A topic to expand organizational analysis,” Academy of Management Review, pp. 77-82, 1980.
R. Jacobs, “Turn employees into brand ambassadors,” ABA Bank Marketing, pp. 23-26, 2003.
D. Pugh, Organization Theory: Selected Readings, Harmondsworth: Penguin, 1990.
R. G. Ansari, B. Ghaderi and O. Mahmoudi, “The Impact of Organizational Structure on the Effectiveness of Communication from Perspective of Employees in the Departman of Education,” International Journal of Management, Accounting and Economics, pp. 989-1001, 2017.
P. Ahmed, M. Rafiq and N. Saad, “Internal marketing and the mediating role of organisational competencies,” European Journal of Marketing, pp. 1221-1241, 2003.
C. Bruner, Мarketing Scales Handbook, Fort Worth: GCBII Productions, 2012.
H. Bansal, M. Mendelson and B. Sharma, “The impact of internal marketing activities on external marketing outcomes,” Journal of Quality Management, p. 61–76, 2001.
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Published
2019-11-28
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Section
Industrial Engineering and Management
