master's thesis
The influence of psychology on the development of internal marketing in the company Unity Ltd.

Sara Stepčić (2016)
University of Pula
Metadata
TitleUtjecaj psihologije na razvoj internog marketinga u poduzeću Jedinstvo d.o.o.
AuthorSara Stepčić
Mentor(s)Erik Ružić (thesis advisor)
Abstract
U današnjem izrazito natjecateljskom ozračju opstanak i razvoj organizacije ovisi o privlačenju, pridobivanju i zadržavanju kvalitetnih zaposlenika. Kroz istraživanje psiholoških varijabli istražuje se te naglašava veza i utjecaj psihologije na razvoj efikasnog internog marketinga. Tehničke vještine i stručna sprema zaposlenika su sve manje važne poslodavcima. Cilj rada je prikazati vezu psihologije i internog marketinga u praksi, doznati stavove poduzeća Jedinstvo d.o.o. o korištenju alata iz psihologije i provođenja internog marketinga. Kako bi pružili izvrsnu uslugu potrošačima moraju se poznavati zaposlenici. Svaki zaposlenik je različit i na probleme reagira na različite načine. Psihičke osobine su karakteristike koje opisuju načine na koje se ljudi međusobno razlikuju. Pomoću karakteristika ljudi može se predvidjeti buduće ponašanje zaposlenika i praviti selekciju između potencijalnih zaposlenika. Analizirajući rad dolazi se do zaključka kako postoji sve veća potreba za razvojem internog marketinga u organizaciji i što boljem poznavanjem psiholoških varijabli pojedinca. Najznačajniji čimbenik organizacije je ulaganje u zaposlenike i poznavanje zaposlenika. Potrebno je znanje kako na najbolji način voditi zaposlenike, motivirati ih i usmjeravati na obostrano zadovoljstvo. Poduzeće koje želi uložiti u svoje zaposlenike nikada neće biti na gubitku. Imidž se ne očituje samo u financijskoj moći već i u brizi za zaposlenike.
Keywordsinternal marketing employers psychology psychological variables emotional intelligence team work
Parallel title (English)The influence of psychology on the development of internal marketing in the company Unity Ltd.
Committee MembersDražen Alerić (committee chairperson)
Erik Ružić (committee member)
Lenko Uravić (committee member)
GranterUniversity of Pula
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-27
Parallel abstract (English)
In the recent competitive times survivance and developement of organization mostly depends of attracting, recruiting and holding quality employees. Trough the research of psychological variable it is trying to explore and point the connection and influence on the development of effective internal marketing. Technical skills and education are starting to be less important to employers. An attempt of this paper is to show the connection between psychology and internal marketing in practice, and to discover attitudes of company Jedinstvo d.o.o. considering usage of psychological tools and persuading internal marketing. To be able to provide the best service for the consumer employees are spouse to know each other. Each employee has a different character and a different reaction on problems. Psychological characters describe differences between people. Knowing the characteristics of people it is possible to anticipate the future behavior and make a selection between potential employees. During analyze of this paper it is possible to make a conclusion that there are growing need for development of internal marketing in organizations and a better knowing human psychological variables. The most important organization factor is human resource investment and introducing employees. It is necessary to own knowledge how to lead, motivate, direct employees on the best way and also make the mutual satisfaction. Company that wishes to invest in their employees will never suffer great lost. Image is not only based on financial power, but in the care for an employer too.
Parallel keywords (Croatian)Interni marketing zaposlenici psihologija psihološke varijable emocionalna inteligencija timski rad
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:228079
CommitterTihana Gerić