The Roles of Internal Communications, Human Resource Management and Marketing Concepts in Determining Holistic Internal Marketing PhilosophyReport as inadecuate




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Zagreb International Review of Economics & Business, Vol.12 No.2 November 2009. -

The paper analyses the triad of internal marketing IM, internal communications IC and human resource management HRM parallely, which was not the prior interest of academics so far only the dyads of those concepts were analyzed. The scopes, overlaps and differences between the three concepts are analyzed. By combining three before mentioned concepts a holistic internal marketing philosophy is described. The main conclusions are that a holistic internal marketing philosophy is grounded in a relationship marketing theory, that it does not rely solely on traditional marketing concepts and tools, and that it synergizes on three functional areas IC, HRM and marketing.

internal communications; human resource management; internal marketing; marketing concepts; holistic internal marketing philosophy



Author: Dubravka Sinčić Ćorić - ; Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia Nina Pološki Vokić - ; F

Source: http://hrcak.srce.hr/



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