Abstract
In this chapter the empirical research results will be analysed in terms of the interdependence between internal and external communication. The authors will present a systematization of the objectives of internal marketing communication, as well as conclusions concerning the degree of their implementation. The relations between communication activities inside an organization and those addressed to external customers will be discussed, with particular attention on the following issues: areas for building the external image of an organization, the role of the sales staff in corporate communication, and the employees’ evaluation of communicating corporate values in company materials. Moreover, the authors will present a regression model for the comprehensive effectiveness of internal communication, which will facilitate the effective allocation of resources for the improvement of the overall effectiveness of internal communication.
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