Importance de la communication interne dans une entreprise

Communication as relevant element of internal marketing

in international corporations

Table of Content

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|Introduction………………………………………………………………………… |4 |
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|Chapter 1. | |
|1. Main concepts and theories of internal marketing and communication system…|6 |
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|Internal marketing concept………………………………………….. |6 |
|Communication system within a company………………………….|22 |
|Cultural aspects of internal communication….……………………… |34 |
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|Chapter 2.| |
|2. Application of internal communication system in NCC Polska Spó?ka z o.o. …. |43 |
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|Presentation of NCC Polska Spó?ka z o.o. ..…………………………..|44 |
|Analysis of communication system and devices applied in NCC Polska Spó?ka z o.o. .……………………………………………….… | |
| |48 |
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|Conclusions and recommendations………………………………………………… |74 |
|References…………………………………………………………………………. |77 |
|Attachments| |

Introduction

On the world wide market there are different companies. Some are private some public. Some are just local and some international. But without listing, all of them have one purpose – having a satisfied customer. He or she makes the purchase, usually repeats it andmakes something even more valuable for each company – a world of mouth advertising. So what can a company do in order to attract the customer, to keep him/her and make loyal? Focus only on its customer? Conduct its all activities as customer-oriented? The answer is no.
The efficiency in company’s management is nowadays more and more based on interdependence, which covers the internal and externalrelationships. Within the organisation particular departments and employees highly depend on themselves and all have its influence on a company’s final success. All developments demand collaboration across traditional boundaries. According to H. Mruk the relational marketing concept develops the interdependence principals with suppliers, customers and other entities. From those, beyond any doubt…