Informacja

Drogi użytkowniku, aplikacja do prawidłowego działania wymaga obsługi JavaScript. Proszę włącz obsługę JavaScript w Twojej przeglądarce.

English (EN)·Polski (PL)·Yкраїнський (UK)
Przejdź do strony domowej biblioteki Centralna Biblioteka Wojskowa Link otwiera się w nowym oknie Logo biblioteki Prolib Integro - strona głównaCentralna Biblioteka Wojskowa

Wyszukujesz frazę "internal marketing" wg kryterium: Temat

  Lista filtrów
Wyrównaj
    Wyświetlanie 1-10 z 10
    Tytuł:
    Implementation of internal marketing in hotels – a case study of the Opole market
    Autorzy:
    Goranczewski, Bolesław
    Powiązania:
    https://bibliotekanauki.pl/articles/2084780.pdf
    Data publikacji:
    2021-06-17
    Wydawca:
    Wyższa Szkoła Bankowa w Poznaniu
    Tematy:
    internal marketing
    hotels
    Opole
    Opis:
    This study assesses the extent to which Opole hotels rely on internal marketing. The assessment is based on results of a case study, analysis of documents, a diagnostic survey and logical analysis and construction. A questionnaire survey conducted in 12 hotels, accounting for about 92% of all hotels in Opole, was used to produce descriptive statistics of hotel characteristics. Most hotels evaluated in this study already use internal marketing. The most common marketing tools include training sessions, communication and information support, and active assistance provided by managers or owners to their employees. The main factors influencing the implementation of internal marketing in Opole hotels involve recruiting suitable staff, organising active training sessions for employees, and creating a friendly work environment. Based on the study findings, we recommend promoting the use of internal marketing among hotel owners and a wider range of tools that benefit employees of contemporary hotels.
    Źródło:
    Studia Periegetica; 2021, 33(1); 81-89
    1897-9262
    2658-1736
    Pojawia się w:
    Studia Periegetica
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The mediating role of organizational commitment in the relationship between internal marketing and job performance: Application in Turkiye
    Autorzy:
    Paksoy, H. Mustafa
    Durmaz, Yakup
    Özbezek, Dilek
    Çopuroğlu, Filiz
    Powiązania:
    https://bibliotekanauki.pl/articles/31339788.pdf
    Data publikacji:
    2024
    Wydawca:
    Uniwersytet Ekonomiczny w Katowicach
    Tematy:
    internal marketing
    organizational commitment
    job performance
    Opis:
    Aim/purpose – The study aims to investigate the role of organizational commitment as a mediator between internal marketing and job performance. Design/methodology/approach – For this purpose, data were collected from 239 personnel working in the textile sector in Turkiye’s Organized Industrial Zone. The data obtained from the participants through the survey method were examined by explanatory factor analysis, descriptive statistics, correlation, and bootstrap regression analyses. Findings – The findings of the research clearly show that internal marketing practices have a significant impact on job performance. Internal marketing variable explained 52.24% of the change in organizational commitment. However, it has been revealed that organizational commitment has a partial mediating role in the relationship between internal marketing practices and job performance. Research implications/limitations – This study has limitations in taking samples from Turkiye, focusing on the textile industry, and using the convenience sampling method. Originality/value/contribution – These results strongly support the argument that internal marketing practices further increase job performance through organizational commitment.
    Źródło:
    Journal of Economics and Management; 2024, 46; 111-142
    1732-1948
    Pojawia się w:
    Journal of Economics and Management
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Zastosowanie badań marketingowych w marketingu wewnętrznym. Metody pomiaru kontrproduktywnych zachowań pracowników w organizacji
    Autorzy:
    Szostek, Dawid
    Powiązania:
    https://bibliotekanauki.pl/articles/609661.pdf
    Data publikacji:
    2017
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    marketing research
    internal marketing
    Counterproductive Work Behaviours (CWB)
    badania marketingowe
    marketing wewnętrzny
    zachowania kontrproduktywne
    Opis:
    The article describes the use of marketing research in relation to the internal market of an organization, particularly in the context of identifying and measuring the prevalence of Counterproductive Work Behaviours (CWB), e.g. mobbing, theft or destruction of company’s property, verbal and non-verbal violence against employees. The article consists of three main parts: 1. Internal marketing vs. external marketing, 2. Marketing research in internal marketing and 3. CWB and measurement of the same.
    W artykule opisano kwestię wykorzystywania badań marketingowych w odniesieniu do wewnętrznego rynku organizacji, szczególnie w kontekście identyfiacji oraz pomiaru skali występowania zachowań kontrproduktywnych (np. mobbing, kradzieże czy niszczenie własności fimowej, przemoc werbalna i niewerbalna wobec współpracowników). Artykuł składa się z trzech zasadniczych części: 1. Marketing wewnętrzny a marketing zewnętrzny, 2. Badania marketingowe w marketingu wewnętrznym oraz 3. Zachowania kontrproduktywne i ich pomiar.
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2017, 51, 2
    0459-9586
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Internal marketing and organisational performance of SMEs in the EDV industrial sector
    Autorzy:
    Sousa, J. P,
    Krot, K.
    Rodrigues, R. G.
    Powiązania:
    https://bibliotekanauki.pl/articles/125542.pdf
    Data publikacji:
    2018
    Wydawca:
    Politechnika Białostocka. Oficyna Wydawnicza Politechniki Białostockiej
    Tematy:
    internal marketing
    performance
    industrial production sector
    EDV
    marketing wewnętrzny
    wydajność
    sektor produkcji przemysłowej
    Opis:
    Focusing on the industrial sector, this research aims to identify conditions for the implementation of internal marketing concepts among employees and its impact on the organisational performance. Only one study was found simultaneously integrating the two constructs. It concerned the cork processing industry alone, yet considered expanding the efforts – namely, using qualitative exploratory research in the form of 10 in-depth interviews based on a script of generally open questions – to the entire industry in the Portuguese region between rivers Douro and Vouga. The unit of analysis was constructed considering distinct features as well as activity criteria and the geographic location, thus ensuring the necessary heterogeneity. The results inform about the awareness of the internal marketing conceptualisation. The research found that all analysed enterprises had more or less structured model frames and worked with the conceptualisation of the guidance for the internal market, a strategic concern, and in some instances, this concept was an organisational desideratum in the sector. In addition to the lapse of the research according to a qualitative paradigm of exploratory nature, the main limitation is the need for objective sustainably of the results obtained through future quantitative studies to promote an integrated triangulation of their outcomes. The research allowed identifying the companies that use organisational models conducive to the individual well-being of employees and facilitating the desired orientation to the market.
    Źródło:
    Engineering Management in Production and Services; 2018, 10, 1; 55-64
    2543-6597
    2543-912X
    Pojawia się w:
    Engineering Management in Production and Services
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Work safety as an element of external employer branding strategy
    Bezpieczeństwo pracy jako element strategii zewnetrznego employer brandingu
    Autorzy:
    Łazorko, Katarzyna
    Powiązania:
    https://bibliotekanauki.pl/articles/114895.pdf
    Data publikacji:
    2019
    Wydawca:
    Stowarzyszenie Menedżerów Jakości i Produkcji
    Tematy:
    employer branding
    work safety
    internal marketing
    talents recruitment
    bezpieczeństwo pracy
    marketing wewnętrzny
    pozyskiwanie talentów
    Opis:
    The paper presents the concept of external employer branding. It includes results of study prepared by the author to research to what extend employers in Poland perceive work safety elements as the ones that should be communicated to attract prosper employees. The research was design to analyses contents of web pages dedicated to prospers employees. The largest businesses in Poland were chosen for the research as their budgets are the highest and CSR and EB performance should be of high quality. The research revealed that the aspect of work safety is not as popular issue to encourage employees as expected. Even organisations that employ large number of labourers do not mention the topic of work safety or just treat it briefly in their external employer branding communication.
    Artykuł poświęcony został zagadnieniu employer brandingu. Zawarto w nim wyniki badań własnych przeprowadzonych przez autorkę oraz wyniki z różnych raportów i opracowań dotyczących zagadnienia. Celem badań było stwierdzenia na ile największe polskie firmy, zatrudniające pracowników fizycznych, w swoich strategiach zewnętrznego emploer brandingu wykorzystują zagadnienia związane z bezpieczeństwem pracy. Na dobór dużych firm zdecydowano się ze względu na poziom profesjonalizacji ich działań marketingowych, wynikający ze skali działania i budżetów. Analizie poddane zostały zakładki „Kariera” każdej z firm. Analiza informacji pozwoliła stwierdzić, że firmy w niewielkim stopniu komunikują to, iż dbają o bezpieczeństwo swoich pracowników. Zdecydowana większość z nich posiada strony poświęcone CSR i także tam, w niewielu przypadkach informacje dotyczące bezpieczeństwa pracy są zamieszczane.
    Źródło:
    Zeszyty Naukowe. Quality. Production. Improvement; 2019, 2 (11); 16-25
    2544-2813
    Pojawia się w:
    Zeszyty Naukowe. Quality. Production. Improvement
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The effect of internal marketing on organizational commitment : an empirical study in banking sector in Yemen
    Wpływ marketingu wewnętrznego na zobowiązania organizacyjne : empiryczne studium w sektorze bankowym Jemenu
    Autorzy:
    Ismail, W.
    Sheriff, N. M.
    Powiązania:
    https://bibliotekanauki.pl/articles/405363.pdf
    Data publikacji:
    2017
    Wydawca:
    Politechnika Częstochowska
    Tematy:
    internal marketing
    organizational commitment
    banking sector
    Yemen
    marketing wewnętrzny
    zobowiązania organizacji
    sektor bankowy Jemenu
    Jemen
    Opis:
    This study aimed to examine the influence of internal marketing on organizational commitment among Yemeni banks. The study adopted internal marketing factors comprised of different dimensions namely vision, development, rewards, empowerment and internal communication as the independent variable. Meanwhile, the dependent variable comprised of different dimensions of organizational commitment including normative commitment, affective commitment and continuance commitment. The study employed a survey questionnaire for data collection, distributed to 407 Yemeni banks. Data obtained was analyzed through the use of descriptive statistics and exploratory factor analysis. Additionally, the structural equation modeling was used for the data analysis. The obtained results showed that internal marketing significantly affected organizational commitment with the path coefficient value being 0.928, indicating that the employees’ organizational commitment among the banks is impacted by the internal marketing provided by the banks. With regards to the model fit, its examination showed that the value of fit statistics (CFI=0.99, GFI=0.98 and RMSEA=0.042), based on the results, internal marketing has a positive impact on organizational commitment at (p=0.026 p<0.01), indicating that the study hypothesis is supported. Lastly, the study contributed to the internal marketing factors and its positive impact on organizational commitment among Yemeni banks.
    Celem niniejszego opracowania było zbadanie wpływu wewnętrznego marketingu na organizacyjne zaangażowanie banków w Jemenie. W badaniu przyjęto wewnętrzne czynniki marketingowe składające się z różnych wymiarów, a mianowicie wizji, rozwoju, nagród, uprawnień i komunikacji wewnętrznej, jako niezależnej zmiennej. Tymczasem zmienna zależna składała się z różnych wymiarów zaangażowania organizacyjnego, w tym zaangażowania normatywnego, zaangażowania emocjonalnego i zobowiązania dotyczącego kontynuacji. W badaniu, w celu zgromadzenia danych, wykorzystano kwestionariusz ankiety, dystrybuowany do 407 banków w Jemenie. Uzyskane dane zostały przeanalizowane za pomocą statystyk opisowych i analizy czynników rozpoznawczych. Ponadto do analizy danych wykorzystano modelowanie równań strukturalnych. Uzyskane wyniki wykazały, że marketing wewnętrzny znacząco wpłynął na organizacyjne zaangażowanie, o wartości współczynnika ścieżki wynoszącej 0.928, co wskazuje na zaangażowanie organizacyjne pracowników wśród banków pod wpływem wewnętrznego marketingu oferowanego przez banki. Jeśli chodzi o modelowe dopasowanie w badaniu, analizując wartość dopasowanych statystyk w oparciu o wyniki (CFI = 0.99, GFI = 0.98 i RMSEA = 0.042) wykazano, że marketing wewnętrzny ma pozytywny wpływ na zaangażowanie organizacyjne (p = 0,026 p < 0,01), tym samym potwierdzając, że badana hipoteza jest poparta. Wreszcie badanie przyczyniło się do analizy wewnętrznych czynników marketingowych i pozytywnego wpływu na organizacyjne zaangażowanie banków w Jemenie.
    Źródło:
    Polish Journal of Management Studies; 2017, 15, 1; 88-98
    2081-7452
    Pojawia się w:
    Polish Journal of Management Studies
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Relationship between culture and the level of internal integration of logistics and marketing functions - an explorative analysis
    Autorzy:
    Orthaber, S.
    Topolšek, D.
    Powiązania:
    https://bibliotekanauki.pl/articles/409584.pdf
    Data publikacji:
    2012
    Wydawca:
    Politechnika Poznańska. Wydawnictwo Politechniki Poznańskiej
    Tematy:
    culture
    internal integration
    logistics function
    marketing function
    Opis:
    Cultural characteristics and different managerial aspects that may influence the degree of internal integration through facilitating and hindering factors play an important role in exploring internal integration of different functions. The following paper examines the relationship between cultural characteristics of logistics managers of different nationalities and inter-functional integration of company’s logistics and marketing functions. More specifically, it aims to investigate whether and to what extent cultural traits and nationalities of logistics managers may influence the level of integration of logistics and marketing functions. For this purpose, the level of internal integration and the role of national cultures will be examined. Using quantitative research methods, the relationship between culture and the level of internal integration between logistics and marketing functions will be examined. A small data sample for the research was collected from Slovenian parent retail companies and their foreign subsidiaries. The findings suggest that there is a connection between the level of integration and cultural characteristics of employees from logistics function.
    Źródło:
    Research in Logistics & Production; 2012, 2, 2; 135-146
    2083-4942
    2083-4950
    Pojawia się w:
    Research in Logistics & Production
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The Specificity Of The Marketing Distribution Policy; Diagnostic Procedures In The Enterprise
    Autorzy:
    Illiashenko, Sergii
    Syhyda, Liubov
    Powiązania:
    https://bibliotekanauki.pl/articles/476239.pdf
    Data publikacji:
    2016
    Wydawca:
    Wyższa Szkoła Ekonomiczno-Humanistyczna w Bielsku-Białej
    Tematy:
    distribution
    marketing distribution policy
    marketing channels
    distribution strategies
    goods movement
    diagnostics
    internal and external environment
    effectiveness
    sales risks
    Opis:
    In the article stages of marketing distribution policy diagnostics are defined. At the first stage, it is proposed to analyse factors of enterprise internal and external environment (gathering information about general trends in the markets and factors of micro-environment (customers, competitors, suppliers, intermediaries, contact audiences). It is approved that analysis of general trends of the market’s development give an opportunity to determine the state of the enterprise macro-environment. At the same time, it is defined that the greatest influence on the marketing distribution policy provide such internal subsystems of the enterprise, as material and production, information, social, marketing and financial. At the second stage of marketing distribution policy diagnostics, researchers propose to analyse the internal system of marketing distribution policy at the enterprise. It is determined that the effectiveness of marketing distribution policy can be defined basing on indicators that can be combined in the following groups: 1) indicators of the enterprise’s market share (the market share of the enterprise, the rate of the market share increase), 2) indicators of sales activities profitability (the rate of profit from sales increase (decrease), the rate of receivables increase (decrease), product profitability, sales profitability), 3) indicators of sales expenses efficiency (sales volume of expenses, the rate of sales expenses increase (decrease), the ratio of increase (decrease) in sales from the sales costs increase (decrease), the profitability of investment in marketing and sales), 4) indicators of inventory (inventory levels, the proportion of unsold commodities in the value of the produced commodities, the coefficient of inventory turnover) and 5) indicators of service level (the rate of complaints increase (decrease), the rate of concluded contracts number increase (decrease)). And the third stage of marketing distribution policy diagnostics, it is recommended to identify internal (e.g., lack of sales personnel evaluation system, risk of marketing channels incorrect choice, risk of distribution strategies incorrect selection, risk of sales activity costs increasing, low level of assortment renovation and others) and external (e.g., foreign risk, inflation risk, tax risk, political risk, risk of legislative changes, risk of target segment incorrect selection, high level of competitive forces influence and others) sales risks that affect or may affect marketing distribution policy.
    Źródło:
    MIND Journal; 2016, 2; 1-13
    2451-4454
    Pojawia się w:
    MIND Journal
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Relationship marketing strategies in the container shipping industry: A qualitative approach
    Autorzy:
    Tepe, Resul
    Arabelen, Gamze
    Powiązania:
    https://bibliotekanauki.pl/articles/24202514.pdf
    Data publikacji:
    2022
    Wydawca:
    Akademia Morska w Szczecinie. Wydawnictwo AMSz
    Tematy:
    relationship marketing strategies
    customer loyalty
    customer value
    internal capability
    maritime logistics value
    container shipping
    Opis:
    Recently, technological advancements, globalization, ongoing mergers and acquisitions, and intense competition have dominated the container shipping industry. This situation has led to the formation of major container shipping lines with similar technologies, offering the same service. In such an environment, a strategic competitive advantage is no longer entirely dependent on the basic features of the service provided and customer relationships, which is more difficult to replicate, has gained importance. Container shipping lines must develop customer-centric relationship marketing strategies that cover the whole organization and marketing activities to survive, and maintain their profitability, in the current competitive environment of the industry. However, these strategies and their implementation are not precisely defined in the container shipping industry. Therefore, this study explores the relationship marketing strategies that are practiced in the container shipping industry. Data is collected via 22 semi-structured interviews with container shipping partners (i.e. container shipping lines and freight forwarders). Loyalty programs and relationship pricing are the most often mentioned relationship marketing strategies that foster customer loyalty in these interviews.
    Źródło:
    Zeszyty Naukowe Akademii Morskiej w Szczecinie; 2022, 69 (141); 76--88
    1733-8670
    2392-0378
    Pojawia się w:
    Zeszyty Naukowe Akademii Morskiej w Szczecinie
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Understanding the importance of internal integration and its implications for intercultural business communication
    Autorzy:
    Topolšek, D.
    Orthaber, S.
    Powiązania:
    https://bibliotekanauki.pl/articles/409455.pdf
    Data publikacji:
    2011
    Wydawca:
    Politechnika Poznańska. Wydawnictwo Politechniki Poznańskiej
    Tematy:
    międzykulturowa komunikacja w biznesie
    wewnętrzna integracja
    logistyka
    internal integration
    logistics function
    marketing function
    intercultural communication
    Opis:
    The extent to which relationships in organizations are co-operative depends on the level of internal integration between functional and departmental groups. These relationships become even more critical in international businesses as well as in geographically dislocated subsidiaries. Cultural characteristics and different factors which managr, facilitatr and/or hinder internal integration present the basis for studying internal integration of different functions. Therefore, the following paper discusses various theories of internal integration and its role in organizations. More specifically, it focuses on logistics and marketing functions and explores studies that have investigated and examined the levels of internal integration of logistics and marketing functions. With the objective to identify potential implications, high/low levels of internal integration may have on intercultural communication which occurs in international business practices, the most prominent cultural frameworks are presented to identify implications different levels of internal integration may have for intercultural communication, in particular between Slovenian companies and their foreign subsidiaries.
    Źródło:
    Research in Logistics & Production; 2011, 1, 3; 187-201
    2083-4942
    2083-4950
    Pojawia się w:
    Research in Logistics & Production
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-10 z 10

      Ta witryna wykorzystuje pliki cookies do przechowywania informacji na Twoim komputerze. Pliki cookies stosujemy w celu świadczenia usług na najwyższym poziomie, w tym w sposób dostosowany do indywidualnych potrzeb. Korzystanie z witryny bez zmiany ustawień dotyczących cookies oznacza, że będą one zamieszczane w Twoim komputerze. W każdym momencie możesz dokonać zmiany ustawień dotyczących cookies