ABSTRACT
This conclusion presents some closing thoughts of the concepts discussed in the preceding chapters of the book. The book identified main elements of internal marketing: incentivization of employees and increased satisfaction, customer orientation and customer satisfaction, interdepartmental integration and promotion of communication, application of marketing approaches to internal organization, and implementation of corporate and business strategies. It discusses the background, definition and concept, and scope of internal marketing. The book also shows the importance of not only analyzing and planning marketing activities, but also creating a mechanism for realizing marketing strategies. It also examines the cooperation between the marketing and R&D departments in product development. The book also examines how firms can use marketing to take advantage of end customers' activities in product development. It explains the interdepartmental cooperation between the marketing and sales departments. The book considers the type of relationship between the marketing department and the human resources department that is needed to strengthen the organization's customer orientation.
