Abstract
Research background: Currently, it is constantly increasing emphasis on the satisfaction of employees in the company. One way to satisfy them through internal marketing communication. Set them training according to their needs and interests and allow them to grow their career growth. It is also the provision of information on time at the required range and especially to be up to date. As a result, employees can perform their work efficiently and work to achieve the required result that the enterprise expects. It is necessary for this internal communication in the company took place both directions for many companies. It follows that finance inserted into education of employees; it will return to a business in an even greater range. Purpose of the article: The aim of this research is to analyses the use of the tools of the communication mix in the field of internal marketing communication of the selected company. Methods: SWOT analysis, Deduction, Comparison. Findings & Value added: Internal marketing communication in chosen company is on high level, according to analyzing tools and results of SWOT analysis. Added value is finding a level of internal marketing communication for company and creating some points for continuing in building quality internal marketing communication.
Highlights
The term of communication comes from the Latin word “communucatio”, the meaning of which is to do something common, to speak, to manage or to negotiate
Company can use for example green marketing (Krizanova et al, 2013), internal marketing communication, pricing policy (Krizanova and Majerová, 2013)
When company is developing new internal, marketing communication, it must think about the fact, that socio-economic and cultural factors are different in each corner of the globe (Civelek et al, 2020)
Summary
The term of communication comes from the Latin word “communucatio”, the meaning of which is to do something common, to speak, to manage or to negotiate. Communication is the process of exchanging meanings between people by using an agreed set of symbols. It is more than talking or listening (Seemann, 2018). Company can use for example green marketing (Krizanova et al, 2013), internal marketing communication, pricing policy (Krizanova and Majerová, 2013). Internal marketing is philosophy in management which talk about employees as company’s customers. Internal marketing promotes products primarily directed to employees, and when they are satisfied, we can promote products to the customers. When company is developing new internal, marketing communication, it must think about the fact, that socio-economic and cultural factors are different in each corner of the globe (Civelek et al, 2020)
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