FORMATION OF A CONCEPTUAL APPROACH TO THE DEVELOPMENT OFINTERNAL MARKETING SYSTEM
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Abstract
The article discusses the necessity of implementing an internal marketing system in a modern enterprise and its impact on achieving the company's market goals. Various approaches to internal marketing are described, along with its key components. The results of a field study are presented, confirming the importance of integrating internal marketing to enhance both the company's customer orientation and overall performance. A model that reflects a conceptual approach to the development of an internal marketing system is proposed.
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