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INTERNAL MARKETING - Coggle Diagram
INTERNAL MARKETING
DEFINITION
- It is a set of techniques that are used to sell the company's brand to its own workers in order to improve their motivation and productivity.
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- Promote the brand value, identity and image of the company.
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PRINCIPLES
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- Improve communication and sales of people who are in contact with the public.
- Understand how the employee should act.
- Comprehensive information must work on all channels.
- The company's staff is the first market to serve.
- Managers must report the strategies and results obtained from the company.
- Each worker must have a clear vision of what the relationships that the company wants with its clients are like.
MODELS
Tansuhaj, Randall y McCullough Model
Use techniques that generate a behavior of effort and work development that will be reflected in external marketing.
Grönroos Model
It is based on an active participation of the human resources department through a series of interactive functions, which will result in a quality of services and a satisfied customer.
Rafiq y Ahmed model
* Factor 1: Support provided by senior management. Factor 2.: business process: incentives, selection, promotion, change. *Factor 3. Inter-functional coordination
Lings Model
It is based on work groups that carry out different transactions through a delivery and service mechanism, creating relational marketing at all levels
Berry's Model
It takes as its base and fundamental element the orientation of the internal market towards the employee as a client, orienting the marketing techniques towards the tasks it develops.
