Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  3   Issue 11  2014  
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Article Abstract
A holistic approach on internal marketing implementation
Keywords:  internal marketing, holistic marketing, marketing vision, internal relations, internal clients
Munteanu C Cătălin, Pagalea Andreea and Cristea Adina
Adopting a holistic marketing vision starts with building strong internal relations at all hierarchical levels. Companies must first take care of internal clients' needs in order to better meet customer needs. The scope of this article is to present the concept of internal marketing and the way internal marketing is implemented in organizations that adopt a holistic marketing vision. The article explores the content and objectives of internal marketing and argues the necessity of building internal relations. We contribute to developing the internal marketing concept by offering a broader perspective on the concept, combining a holistic marketing vision with a management vision regarding internal marketing implementation. We further present an overall view of the internal marketing implementation process. We propose an internal marketing implementation model that strengthens both internal and external relations by meeting the needs of internal clients and promoting a holistic marketing vision.
09-17   |  View PDF