INTERNAL MARKETING ENHANCES BUSINESS PERFORMANCE

Marketing Management nowadays needs to face up to the rapidly changing internal and external business environment. Enterprises today have to fundamentally change their approach how to successfuly enter the new knowledge economy. They first must get rid of their inflexible rigid hierarchical organizational structures which only serve to inhibit the necessary changes. The solution is to create within each company newly cooperating and organizationally linked teams that also receive sufficient autonomy to be able to collaborate internally with each other while achieving common goals. It is only by employing this organizational style of structure that Knowledge Management can be fully realized. The emergence and development of a community based culture of an organization can best be stimulated by its top management via the quality of its internal communication. The classical marketing communication of a company mainly affects its customers and is designed to ensure the implementation of its strategic marketing and operational objectives, including PR and sales promotion. Nowadays though, with the development of the global activities of firms, the struggle for the knowledge of their workers begins first at the labor market. The most important task of top managers is to retain their „key persons“ and to support their personal development whilst ensuring their participation in the projects and designs of the future. Therefore, a modern top management must treat its own employees the same way as it treats its customers and clients.