Okunyeva O. Internal marketing of enterprises

The dissertation is devoted to the theoretical and practical aspect of internal marketing in retail sector. The author 's understanding of the nature of internal marketing was suggested and his authorial definition was formed. The model of internal marketing in the customer-centric company, which integrates the relationship marketing, strategic marketing and internal marketing, was built. The main pre-conditions of the study of contact area of trade and intermediary enterprises have been investigated. The concept of internal marketing system was proposed. A system-process approach to organizing and managing marketing business processes for customer-centric company has been proposed, and the system for assessing the effectiveness of internal marketing has been developed. Practical value of conceptual development can be formed through a balanced scorecard with indicators of internal marketing. A program of internal marketing, where the strategic objectives of the enterprise agree with management objectives of contact personnel, has been developed.