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INTERNAL MARKETING - Coggle Diagram
INTERNAL MARKETING
PRINCIPLES
- The training of each member of the company has the objective that each worker knows what he does, why and accepts his role within the organization..
- It must improve the communication and sales capacity of people who are in contact with the public.
- Every worker must have a very clear vision of how the relationships that the company wants with its customers are.
- Internal and interactive information must be created between managers and workers.
- Employees must accept that the company's training services and other activities are aimed at supporting them in their contact with customers.
- Employees must understand that they have to act as indicated, and that on certain occasions they must provide additional services.
- The company's staff is the first market to serve.
- Massive internal communication. Managers must report to company the strategies and results that they get.
- Companies must provide tools to people who are in contact with public, so they can interact with them.
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MODELS
CHRISTIAN GRÖNROOS: The Grönroos model is based on an active participation of the department of human resources through a series of interactive functions, which will result in a quality of services and a satisfied client and in order to increase the profitability of the company.
Rafiq y Ahmed: Previous models had a theoretical foundation until Ahmed, Rafiq and Saad (2003) did research to demonstrate their model. They relate internal marketing to the skills of people who they are in the company and affect the best performance.
Lings: The Lings model is based on working groups and / or departments which they will carry out different transactions between them, through a mechanism of service delivery and above all the processes are carried out in a visible way, it is that is, communication is open and accessible to all, creating a marketing relational at all levels.
LEONARDO BERRY: Berry's model takes as a base and as a fundamental element for the orientation to the internal market to the employee as a client, guiding the marketing techniques towards the tasks it develops.
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DEFINITION
Internal marketing is a set of techniques that allow us to "sell" the company idea, with its objectives, strategies, structures, managers and other components, to a "market" formed by workers "internal customers, who carry out their activity in it.
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