INTERNAL MARKETING AS MOTIVATION TOOL OF EMPLOYEES IN CROATIAN COMPANIES

The research on internal marketing as a motivational tool in Croatian companies is based on the assumption that the internal market in Croatia is often underestimated and that the tools which the internal market would achieve added value for the company which are not used. By putting focus on the em...

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Bibliographic Details
Main Authors: Blace, Dubravko, Tadic, Diana Plantic, Vrhovski, Ivana
Format: Conference Proceeding
Language:English
Subjects:
Competitive advantage
Customer services
Employees
Marketing
Motivation
Quality of service
Studies
Online Access:Get full text
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Summary:The research on internal marketing as a motivational tool in Croatian companies is based on the assumption that the internal market in Croatia is often underestimated and that the tools which the internal market would achieve added value for the company which are not used. By putting focus on the employees, companies would have more motivated, satisfied and educated staff dedicated to achieving company's business objectives, as well as promoting the product portfolio and maintaining a stimulating working atmosphere. The goal of this paper is to provide proofs that investing in the motivation of employees is one of the most important factors in successful business development, bringing in and retaining customers and increasing competitive advantage. The discipline of internal marketing is relatively new and has not yet been scientifically thoroughly investigated. The paper hence provides a detailed theoretical analysis of internal marketing from available Internet databases. In addition, a concept of motivating employees is also presented.
ISSN:1849-6903
1849-6903