ВЪТРЕШНИЯТ МАРКЕТИНГ: ПАНАЦЕЯ ИЛИ ПАНДОРА
INTERNAL MARKETING: PANACEA OR PANDORA

Summary/Abstract: Concept of internal marketing (Internal marketing - IM) has gained unprecedented popularity and many Western and Russian theorists have tried to convince the world in vital need of its application in organizations in recent decades. The objective of this paper is mainly to show what is and what is not IM in view of the scant knowledge of the concept in Bulgaria. To meet this objective, the author attempt to clarify some basic terms (internal marketing, marketing concept ... ), analyze tasks and domains of IM application and focus on the crucial question: Can the IM perception provide the overall marketing effectiveness?

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