#HR
INM MAGAZINE VOLUME 8 | FEBRUARY 2016
communication and encouragement makes
positive culture in the workplace and enabling
employees feel valued and they become the biggest
feedback mechanism to facilitate communication,
source for employer branding, thereby contributing
but also the support of senior management in
to overall company growth.
participating in internal marketing thereby creating a
trickle-down effect. Senior management must also
“A firm tries to promote and enhance the
image of the product across all the external
touch points the consumer has with the
product, and often pays lesser attention to its
internal employees.”
support internal marketing leaders, as they are the
drivers of change, they must also take employee
insight through internal research before taking
decisions and ensure mechanisms are present to
measure effectiveness of the program in order to
better justify investment of resources in the future.
Thus, internal marketing is a strategic management
tool which can be used to increase employee
cooperation, reduce conflict, increase involvement,
increase customer satisfaction and build a positive
image of the firm through better communication and
increased understanding of the marketing mix by the
internal customers. It is a tool that helps an
organization achieve its business objective. Internal
Marketing not only requires the help of human
resource department with recruitment, training,
“Marketing not only requires the help of
human resource department with recruitment,
training, motivation, employee engagement,
creating a positive culture in the workplace and
enabling feedback mechanism to facilitate
communication, but also the support of senior
management in participating in internal
marketing thereby creating a trickle-down
effect.”
motivation, employee engagement, creating a
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