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master's thesis
Uloga internog marketinga u povećanju kvalitete ljudskih potencijala
2019. urn:nbn:hr:145:972439
Šćulić, Matea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Šćulić, M. (2019). Uloga internog marketinga u povećanju kvalitete ljudskih potencijala (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:972439

Šćulić, Matea. "Uloga internog marketinga u povećanju kvalitete ljudskih potencijala." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972439

Šćulić, Matea. "Uloga internog marketinga u povećanju kvalitete ljudskih potencijala." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972439

Šćulić, M. (2019). 'Uloga internog marketinga u povećanju kvalitete ljudskih potencijala', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:972439

Šćulić M. Uloga internog marketinga u povećanju kvalitete ljudskih potencijala [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:972439

M. Šćulić, "Uloga internog marketinga u povećanju kvalitete ljudskih potencijala", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:972439

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Metadata
TitleUloga internog marketinga u povećanju kvalitete ljudskih potencijala
Title (english)The role of internal marketing in increasing the quality of human resources
AuthorMatea Šćulić
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberBranimir Marković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2019-06-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
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.
Abstract (english)
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:972439
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-07-17 10:17:47