The role of internal marketing in increasing the quality of human resources

Kako bi naglasili važnost internog marketinga u ljudskim potencijalima i ulaganje u taj sektor poslovanja potrebno je prvo definirati sami pojam. Interni marketing obuhvaća marketinške napore poduzeća usmjerene prema radnicima, odnosno zaposlenicima s ciljem motiviranja, izbora i najvažnije zadržavanja najboljih pojedinaca koji će svoj posao odrađivati na najbolji mogući način te tako pridonijeti razvoju poduzeća i stvaranja zajedničkog profita. U uvjetima suvremenog poslovanja ljudski potencijali su temeljeni element svake organizacije stoga važnost ulaganja i razvijanja u njih je od velikog značaja. Da bi uspjeli provesti rast i razvoj organizacije kroz razvoj internog marketinga potrebno je posvetiti pozornost prepoznavanju trenutnog okruženja u kojem organizacija funkcionira, unutarnjeg i vanjskog kao i načinu upravljanja resursima organizacije kao što su vrijeme, novac, ljudi. Radna snaga je važan faktor poslovanja i kao takva zahtjeva velike napore i ulaganja stoga interni marketing sa svojom djelatnošću treba ukazati na međusobnu suradnju sa zaposlenicima jer je ona neophodna za razvoj organizacije, odnosno za zadovoljenje želja i potreba potrošača. Glavni imperativ ove djelatnosti nije samo komunikacija i interna prodaja nego efektivno upravljanje zaposlenicima uključivanjem ih u procese unutar organizacije.To emphasize the importance of internal marketing in human resources and investing in this business sector, it is first necessary to define the very concept itself. Internal marketing encompasses the marketing efforts of companies targeted at workers or employees with a view to motivating, selecting and retaining the best individuals who will do their job in the best possible way, thus contributing to the development of the enterprise and the creation of a common profit. Under the conditions of modern business, human resources are an element of every organization, therefore the importance of investing and developing them is of great importance. In order to be able to carry out the growth and development of the organization through the development of internal marketing, attention needs to be paid to recognizing the current environment in which the organization functions, both internal and external, as well as how the organization's resources are managed, such as time, money, people. Labor force is an important business factor and as such demands great efforts and investment, internal marketing with its activity should point to mutual cooperation with employees as it is necessary for the development of the organization, ie to meet the wishes and needs of the consumer. The main imperative of this activity is not just communication and internal sales but effective management of employees by incorporating them into processes within the organization