INTERNAL MARKETING AS ONE OF THE PILLARS OF HOLISTIC MARKETING

Abstract

The publication addresses three areas of marketing: contemporary definitions of marketing, internal marketing and holistic marketing. The introduction to contemporary definitions of marketing includes the presentation of various concepts and theories that have shaped this concept over the past decades. This is followed by a look into internal marketing, which focuses on increasing the effectiveness of marketing activities by involving employees in order to ensure consistency in the company’s operations and to build a positive image of the organisation. The definition of internal marketing is explained in terms of its objectives, strategies and the tools that it uses. Another issue under consideration is holistic marketing, which integrates marketing activities with other aspects of the business, such as performance marketing, integrated marketing and relationship marketing. The paper goes on to explore the role of internal marketing in a holistic marketing system. The relationship between the various pillars of holistic marketing is outlined, taking into account internal marketing.