Development of the enterprise personnel with the application of internal marketing elements

The article focuses on the generalization of scientific approaches to defining the essence of the concept of «internal marketing» and setting its place in the marketing system of the enterprise. Addressing the need for a theoretical search for new tools for personnel management from the standpoint of internal marketing, which ensures the achievement of competitive advantages of commercial enterprises, modified the choice of topic, goal setting and objectives of this study. The purpose of the article is to identify the elements of internal marketing, which determine the direction of development of human resources of the enterprise. Clarification of the conceptual apparatus of «internal marketing» allows to systematize its individual elements to achieve an effective impact on the consumer. In identification of the term of internal marketing, its focus on the consumer was noted, which is carried out by activating the object of internal marketing - staff. Three key units have been identified, forming three controlled links: 1) «consumer firm»; 2) «firm-staff»; 3) «staff-consumer». It was found that since the object of internal marketing is the staff of the firm, and the quality of service provided is determined by the quality characteristics of its seller, «there is a problem of creating a quality performer». The creation of a quality performer is realized through the development of its human resources. The unity and interconnection of personnel, process and product was established; the role of personnel in the chain of quality assurance was proved, as a result of which the task of internal marketing is determined by the formation and / or improvement of personnel quality. The development of human resources of commercial enterprises is presented in the form of a cyclical management process, which involves constant monitoring of changes in personnel characteristics and the implementation of corrective measures for their formation. Providing that, internal marketing is seen as a tool for shaping the characteristics of the staff of commercial enterprises.