The article determines the theoretical and practical aspects of applying internal marketing for improving the system of personnel management of modern organizations. The authors reveal the essence of personnel marketing, characterized by his instruments, discuss the practice of their application in organizations. The marketing staff is based on the concepts of relationship marketing and internal marketing, which form the methodological basis of management of a customer-oriented organization. The necessity of the use of internal marketing tools to improve the sustainability of modern organizations is substantiated, a system of quality priorities which include profitability, production efficiency, high value-added products and services, environmental safety, social welfare staff, sustainable development of regions of presence. Analysis of the current practices confirms that the tools of internal marketing contribute to the integration of financial, economic, social and environmental performance, shape the values and behaviors of people focused on long-term development priorities, efficiency, mutual responsibility. Features of the application of internal marketing in non-profit and commercial organizations are justified.
internal marketing, personnel management system, the competitiveness of the organization.
Актуальность развития внутреннего маркетинга в клиентоориентированных организациях. Современные организации придерживаются осмотрительной политики капитальных вложений, которая сконцентрирована на повышении производительности, оптимизации бизнес-процессов, реализации креативных проектов в сфере обслуживания клиентов. Реализация стратегии, направленной на повышение эффективности, удовлетворенности потребителей, позволяет им получить высокую операционную рентабельность, опираясь на существенные конкурентные преимущества: вертикально интегрированную бизнес-модель, низкие производственные издержки, сильное присутствие на привлекательных быстро растущих рынках.
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