Posts Tagged ‘Marketing plan’
To set the marketing plan is not enough just to want to address, since it requires launching parallel to Marketing plan, a compensation plan that contains wage rates, financing, etc.., In order to prosecute all actions performed within the company and also all HR management – selection, recruitment, training.
Following this, we can say that internal marketing is focused on the following approaches:
1. By increasing the motivation and employee satisfaction
This approach has its origin to 80 years following the conceptualization of marketing-oriented services within the company, beginning in the late Leonard Berry, said that it should “consider employees as internal customers, viewing jobs working as domestic products that meet the needs and desires of these internal customers while achieves the objectives of the organization. “
Ten years later, Berry and Parasuraman stated that “The Internal Marketing is to attract, develop, motivate and retain qualified employees to the job-products that meet their needs. Internal marketing is a philosophy based on treating employees as customers and is the strategy to align the job-products to the satisfaction of human needs. “
2. For the development of external customer focus
Based on the above approach, provides another view, this is to share with partners in the market mentality and its influence on the development of external customer satisfaction. Thus applying the Marketing as “a means to integrate different functional areas, this being vital to the customer’s relationship with the company” term used by Gronroos.
There have been several authors who have expressed how internal marketing is configured as an instrument to achieve the strategic objectives of the organization, ie, is a strategic and necessary to achieve the success of the company.
3. As an instrument to implement a strategy
As a strategic approach in mind the contribution of internal marketing to reduce or eliminate potential conflicts between the departments, committees, interdisciplinary teams, among others, to overcome resistance to change within organizations.
Ahmed and Rafiq regard states that “Internal Marketing is the planned effort to motivate employees through marketing techniques to implement and integrate business strategies of customer orientation.”
The need to be more competitive not only in quality but in the recognition and positioning of your brand, does that organizations value their employees because they recognize in them the intangible asset that the company has, therefore an indicator of success and achievement in reaching the strategic objectives is the motivation and loyalty of its members. From there, the Marketing this established as a tool to use because it is probably best known.