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内部营销管理实践

“内部营销理念”一词首先起源于20世纪70年代中期，它指的是形成一种管理方法，用以提高服务业质量，实现优质服务，从而保持竞争力。内部营销推广的的概念就是“要想拥有满意的客户，必须拥有先让人满意的员工”。因此，它主要关注的焦点是企业组织的员工，特别是在服务部门工作的，他们被认为是组织全面质量管理的客户。因此，它宣扬的理念就是员工就像顾客般，通过激励他们，通过各种管理措施来满足他们，企业全部部门的表现能够得到改善和提高。

自20世纪70年代以来，它一直被视为一种管理实践。它经历了种种变化，它的范围也扩大了，它不再仅仅局限于服务业了。内部营销已为所有类型的组织所使用，帮助他们进行外部营销的实践或任何其他组织策略的进行。但是，尽管有这些发展，它仍没有被许多领先的企业组织所施用。

Management practices referred as internal marketing

The term internal marketing concept first had its origin in the mid 1970s. It was formed as management approach to improve the service industry to achieve better quality service and to maintain competency. The concept of internal marketing propels that 'to have satisfied customers, the firm must also have satisfied employees'. Thus it mainly focuses on the idea that employees of the organisation, especially in the service sector need to be

considered as the customers of the organisation for the total quality management. Thus it preaches that by considering employees like the customers of the organisation, by motivating them and thus satisfying them through various management practices, the all over performance of the organisation can be improved.

Since 1970s, it has been seen as a management practice. It has undergone various changes and its scope has broadened that it is no more confined to service industry alone. Internal marketing has been used by all types of organisation that helps them to carry out its external marketing practices or any other organisational strategies. But despite of all these developments, it has not been implemented in many leading organisations.

Key concepts of internal marketing include:

Internal marketing functioning as a continual internal 'up skills' process.

Alignment of the organisation's purpose with the employee behaviour.

Employees internalising the core values of the organisation.

Employee motivation, reframing, and empowerment of the employee attitude.

Inside-out management approach.

Retaining a positive customer relationship throughout the business objectives.

Features of internal marketing.

The following are the features of an internal marketing - oriented business:

Development through employees:

The employees in the organisation are encouraged by the management by giving them freedom to be more innovative, creative, by allowing incentives, accountability, and allotting responsibility for various tasks which helps them to encourage in themselves a feeling of sense of belonging.

Participative hiring:

Participative hiring ensures the participation of the currently working employees in the organisation in the本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。