INTERNAL MARKETING: BOUNDARIES AND RELATION TO RELATED CONCEPTS

Alekseev Andrei Igorevich

The article is aimed at solving a problem that is present in the scientific literature, namely, the confusion of internal marketing with related concepts, which limits the possibility of analyzing and summarizing research results on the topic. The author analyzed the content of the concepts and defined the boundary between them. Based on the analysis, a general system of general concepts was assembled and the place of internal marketing in it was determined. The study highlights the importance of internal marketing for achieving market goals and its significant place in scientific knowledge at the intersection of marketing and human resources management.

Keywords:marketing, internal marketing, HR marketing, internal branding, internal PR.