The article deals with the basic principles of Internal Marketing. Beginning with the setting in which Internal Marketing must be discussed, the different types and the tar gets of Internal Marketing are stressed. There are four basic directions in Internal Mar keting, which differ regarding the object of the internal marketing activities, but which should not be seen as separated theories. To force Internal Marketing a variety of instruments and methods - partly known from Human Resource Management and traditional Marketing Management - can be used. It is also shown, that Internal Marketing is more than just transferring classical - weH known - tools on internal markets. Internal Marketing requires a holistic approach, optimizing internal processes and structures with tools of Human Resource and Marketing Management in order to realize customer and employee orientation simulta neously. These efforts aim to one basic target: to compete on the external markets in a more efficient way."
eBook Internes Marketing