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INTERNAL MARKETING - Coggle Diagram
INTERNAL MARKETING
PRINCIPLES
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Employees must understand that they have to act as instructed, and that in certain cases they have to provide addistional services.
Employees must accept that the company´s training services and other activities are intended to support them in their contact with customers.
The training of each member of the company has the objective that each worker knows what he or she does, why and accepts his or her role within the organization.
Every worker must have a very clear vision of how the company wants to relate to its customers and to what extent each person in the company is involved in this.
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Massive internal communication must be facilitated. Managers must inform about the company's strategies and the results obtained
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MODELS
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Model of Grönroos
The author cites, development and early information on advertising campaigns as alternatives to having motivated and customer-oriented employees.
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Model Lings
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The services provided by suppliers must be evaluated and then you have to communicate those results.
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The level of detail in the model can be increased until it reaches each employee individually, considering that there is always a supplier or a customer and, finally, all employees are, in some way, responsible for the goals and objectives of the organization.
Tansuhaj model, Randally McCullough
This model provokes positive attitudes from the employee, generating behavior of effort and work development, which will be reflected in external marketing, resulting in a positive attitude and behaviour towards the company.
Model by Ahmed, Rafiq and Saad
Based mainly on Berry and Grönroos' models, making a connection between the elements that make up internal marketing and its relationship with external customer satisfaction.
It contemplates different items, but does not directly address the activities that can and should be developed to achieve employee motivation and satisfaction. It has an association with customer orientation and creates, in an indirect way, customer satisfaction.
Factor 1: Support provided by senior management
Factor 2: Business process.
Factor 3: Cross-functional coordination
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Bohnemberg model
This Bohnemberger model considers the employee as the company's internal customer on the basis of 4 premises:
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Gounaris Model
The Gounaris model is based on the theory put forward by Kohli and Jaworski (1990) and Lings (2004).
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Model by Jose Ruiz Alba
The aim of this author is to measure in a comprehensive and affordable way the degree of internal market orientation in companies
Elements
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Company
Better working conditions, greater participation of employees, better working environment and greater motivation and integration for greater profitability.
Internal
communication
An internal communication plan must be horizontal and a correct ascending and descending communication.
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DEFINITIONS
Internal marketing is the promotion of the company's objectives, mission, products and services to its own employees while preparing and motivating them to provide good customer service and achieve the company's goal in the most efficient way.
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