Abstract
The article is devoted to the study of the role of internal marketing as a key tool for human capital management in the context of growing competition in the service market. The article analyzes the existing tools for evaluating internal marketing, as well as the practice of its application in small and medium-sized businesses. The conducted qualitative research, based on semi-structured interviews with representatives of 21 organizations, allows us to identify the main indicators of the effectiveness of internal marketing, such as employee satisfaction and engagement, and the level of internal communication. The author offers an innovative evaluation model focusing on the needs of employees. Recommendations on the implementation of internal marketing tools are aimed at increasing employee motivation, improving the quality of customer service and achieving corporate goals.
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