Development of internal marketing in ,,Swedbank'', Inc

Teorinėje darbo dalyje analizuojami vidinio marketingo samprata, elementai, vystymo modeliai ir priemonės; dalies pabaigoje pateikiamas apibendrintas teorinis vidinio marketingo modelis. Analitinėje baigiamojo darbo pateikiami ir analizuojami rezultatai tyrimo, atlikto anketinės apklausos metodu, tiriant vidinio marketingo prielaidas ir apraiškas AB ,,Swedbank“. Projektinėje darbo dalyje pritaikius teorinį vidinio marketingo vystymo modelį ir remiantis atlikto empirinio tyrimo AB ,,Swedbank“ rezultatais suformuluoti tokie sprendimai: AB ,,Swedbank“ darbuotojų atrankos vystymas; darbuotojų ir vadovų mokymai; vadovavimo darbuotojams tobulinimas; komunikacijos gerinimas; darbuotojų įvertinimas ir atlygis.In the theoretical part the concept, elements, developments models and means of internal marketing were discussed; the generalized theoretical model of internal marketing development was given. In the analytic part the results of empirical research performed using the methods of questionnaire research in order to research the preconditions and manifestations of internal marketing in “Swedbank“, Inc. were given and analyzed. In the projective part the theoretical model of internal marketing development was applied to “Swedbank“, Inc., and according to the results of empirical research these decisions of internal marketing development in “Swedbank“, Inc. were proposed: the development of personnel selection; the education of employees and managers; the improvement of management; the improvement of communication; the evaluation and reward of employees.Vytauto Didžiojo universiteta