THE CONCEPT OF INTERNAL MARKETING IN MARKETING THEORY
The article presents the views and achievements of European, Russian and Ukrainian scientists of the concept of internal marketing on a background of marketing theory. Key definitions and provisions of the concept of internal marketing decomposed, according to the elements of «4Ps»: product, price, place, promotion. The essence of internal product marketing, internal marketing price, internal marketing place and internal marketing promotion is outlined. The main ideological differences of elements of internal marketing complex vs elements of traditional complex of marketing are founded. Separately, the article examines the evolution of the interpretation of the internal marketing product as well as the nature of its price, and the author's definition of «internal marketing space» is formed. The concept of internal marketing communications is concretized in front of the similarities of them – corporate communications and internal PR. Overall, this article creates a clear understanding of the concept of internal marketing as a marketing concept , and state future ability of determining its value, along with new concepts of marketing.
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