Year of Graduation
An Introduction of Elements of Internal Marketing: the Case of Consulting Company
The internal marketing paradigm is still not very well developed. By combining the triad of internal marketing, internal communications and human resource management concepts a holistic internal marketing philosophy is described. The lack of papers in the field of implementation of such complex concepts leads to complication during adoption of new philosophy. The aim of this study is to estimate the effect of internal marketing elements influence on loyalty of employees and to develop recommendations on future actions. The literature review was accomplished, and the main steps of implementation of the internal marketing in a consulting company were described. One of the existing model of employees loyalty was adopted to the needs of this study. Two surveys were conducted to gather appropriate data. Despite the range of survey limitations, the recommendations on future possible activities were given.