The inner organizational marketing methods classification:  theoretical aspects

Lyudmila Ulyanchenko; Viktor Zaernyuk; Aleksey Kiselev

doi:doi:10.12737/6699

The inner organizational marketing methods classification: theoretical aspects

Published в Services in Russia and abroad · Volume 8, Issue 6, 2014 · Pages 202–216 · Rubrics: Modern Marketing: Theoretical Aspects and problems of development in Russia

DOI 10.12737/6699

Received: 01.12.2014 Accepted: 01.12.2014 Published: 01.12.2014 Language of publication: RUS

Authors

Lyudmila Ulyanchenko · Viktor Zaernyuk ² · Aleksey Kiselev

2 Russian State Geological Prospecting University named after Sergo Ordzhonikidze

ABSTRACT

Due to “Intra-marketing” is a rare and underrated concept at now, in this article attempts to compose a holistic point of view on this definition. It regards the un-system-defined developing of inner organizational marketing methods and its realization implementation at enterprises. The inner organizational marketing variety concepts analysis allowed to mark two inner organizational marketing methods, and to suggest the author’s classification principles. The article contents four groups of inner organizational marketing methods. For each group are mentioned the experts appropriate definitions, as well as provided an intra-marketing realization analysis for the big commercial banks. Moreover, the article contents the required information for intra-marketing nature and objectives common comprehension. The information presented can serve as a theoretical basis for further research in this area. It can also be useful in the intra-marketing implementation in the domestic banking sector enterprises.

KEYWORDS

marketing intra-marketing internal organizational marketing internal marketing in-house marketing departments interaction communication customer personnel management

Information Text References

Authors:

2. Russian State Geological Prospecting University named after Sergo Ordzhonikidze

Type:

Article

Pages:

from 202 to 216

Status:

Published

Language:

Russian

Keywords:

marketing, intra-marketing, internal organizational marketing, internal marketing, in-house marketing departments interaction, communication, customer, personnel management

Text

Термин «внутриорганизационный маркетинг» был введен в научный оборот в конце 1980-х годов известным исследователем К. Гронроосом. По существу этим ученым впервые был обозначен процесс создания определённых условий труда, активно формирующих клиентоориентированное поведение сотрудников, непосредственно вступающих во взаимодействие с потребителями [8].

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