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Marketing
2019, vol. 50, br. 2, str. 94-110
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 20/12/2019
doi: 10.5937/markt1902094B
Creative Commons License 4.0
Uloga internog marketinga u unapređenju posvećenosti organizaciji
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: bbiljana@eunet.rs, galja@ekof.bg.ac.rs

Projekat

Primena savremenih metoda menadžmenta i marketinga u unapređenju konkurentnosti preduzeća u srbiji u procesu njene integracije u Evropsku uniju (MPNTR - 179062)

Sažetak

U ovom radu pokušali smo da dublje istražimo odnosi zmeđu posvećenosti organizaciji i internog marketinga na bazi pregleda relevantne literature iz oblasti organizacionog ponašanja, internog marketinga i menadžmenta ljudskih resursa (MLJR-a). Analiza je pokazala da interni marketing ima važnu ulogu u razvoju posvećenosti kod zaposlenih preko: informisanja zaposlenih o organizacionim vrednostima, kreiranja brenda organizacije interno i eksterno, podsticanja dvosmerne komunikacije unutar organizacije, unapređenja organizacione klime, selekcije novih zaposlenih koji dele vrednosti i stavove koji podržavaju vrednosti organizacije, motivisanja zaposlenih kroz adekvatno dizajniranje poslova, kreiranje pravednog sistema nagrađivanja i sistematsko planiranje i upravljanje karijerom zaposlenih. Analiza je sugerisala i da posvećenost organizaciji predstavlja medijatorsku varijablu odnosa između internog marketinga i organizacionih performansi.

Ključne reči

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