Abstract:

One of the most important prerequisites for the successful operation of an organization is orientation and focus on customers and satisfying their needs. Attention to external customers is as important as attention to the organization's human resources - internal customers, therefore internal marketing and its development within the organization is an important factor determining the organization's advantage in the market. The carried out scientific analysis of the literature revealed that internal marketing is an organization's human resource management tool that ensures employee job satisfaction and orientation towards the external customer. Internal marketing consists of four elements of the marketing mix, which are respectively applied within the organization - internal product, internal price, internal place and internal sponsorship. The analysis of the results of the empirical study allows us to say that the element of internal price is the worst evaluated in the studied Lithuanian financial institution, while the remaining elements remain to be strengthened due to the inconsistencies of the opinions expressed by managers and employees.