THE FEATURES OF THE INTRODUCTION OF THE SYSTEM OF INTERNAL MARKETING IN THE ENTERPRISE

Abstract

The theoretical and practical foundations of introduction of the system of internal marketing at the enterprise have been grounded. Such methods as descriptive and comparative (in studying the successful experience of introducing internal marketing), induction, deduction and generalization (formulating proposals on the steps for the implementation of internal marketing in the enterprise), have been used during investigation. The article examines the existing features of the introduction of the system of internal marketing at the enterprise. Based on the analysis of publications, the preconditions for the application of the concept of internal marketing in the enterprise have been determined. The author has analyzed the experience of JYSK and Polytechnic companies, which are implemented the concept of internal marketing successfully. The author has suggested an approach to the introduction of the system of internal marketing at the company, which is based on five successive stages, the implementation of which should be the improving performance to the company. Scientific novelty of the article is that the author's proposed approach to the introduction of internal marketing in the enterprise, unlike the existing ones, is focused on the reaching the goal: increasing the productivity of staff and general effectiveness to the company. The practical significance of the article lies in the fact that the application of the proposed approach in practice could contribute to the growth of management efficiency and the achievement of the market objectives of the enterprise.