Internal marketing : analysis of theories and strategies that can be applied to reach competitive advantage and improve business performance in a telecommunication company. Case study : Digitel Corporation

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Marcano, Melissa
Issue Date
MA of Business Administration
Dublin Business School
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Innovation nowadays implies a lot of factors that has to be consider to go by the hand with the fast moving world and satisfy customer’s needs, that are every time more and more exigent. It is here when at the moment of thinking about company growth and success is necessary to think about change and adapt certain organisational strategies to reach goals in a better and effective way. While in a company has been always important external customers, service and products; the importance that has to be given to the employees as one of the main actives that conform a company and are part of the principal and direct channel to reach and please customer’s needs, had been left aside. While an employee working in a company need to fulfil all its function compulsory as part of an organisational commitment and contract, it will be always reached in a better and efficiently way if this one is truly engage and loyal to the company, characteristics that are reachable through motivation and job satisfaction, main focus to reach through internal marketing strategies and techniques. Internal Marketing is then defined as “a planned effort using a marketing-like approach directed at motivating employees, for implementing and integrating organizational strategies towards customer orientation” (Ahmed and Rafiq, 2002). Author Keywords: Internal Marketing, Motivation, Job Satisfaction, Competitive Advantage, Business Performance, Service Marketing, Relationship Marketing.