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2019, vol. 50, iss. 2, pp. 94-110
Improving organizational commitment through internal marketing
University of Belgrade, Faculty of Economy,
The implementation of contemporary management and marketing methods in improving competitiveness of companies in Serbia in the process of its integration in the European Union (MESTD - 179062)

In this paper we made an attempt to highlight the relationship between organizational commitment and internal marketing, building our analysis on reviewing related organizational behaviour, internal marketing and human resource management literature. The analysis has shown that internal marketing has an important role in developing employee commitment through: informing the employees about organizational values, developing organization brand both internally and externally, facilitating two-way communication within organization, improving organizational climate, selection of new employees whose values and attitudes support organizational ones, motivation of employees through job design, creation of equity-based reward system and systematic planning and management of employees' careers. The analysis has also indicated that organizational commitment mediates the relationship between internal marketing and organizational performances.
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article language: Serbian
document type: Preliminary Report
DOI: 10.5937/markt1902094B
published in SCIndeks: 20/12/2019
peer review method: double-blind
Creative Commons License 4.0