With the rapid business changes and facing the risk but also the opportunities, the survival of the company, but also its progress largely depends on the capabilities of the corporation to adapt to market demands. Precisely because of this, the main agents of change in the company are human resources, respectively its employees, who create, transmit vision and strategy. Most companies make great efforts on marketing activities on the external market, respectively to consumers, but it is equally important to implement the concept of internal marketing, respectively to internal market, to its employees. Internal marketing not only represents activities of the company that are focused on educating and motivating employees who are in direct contact with customers, but also marketing efforts of the company towards employees with the aim to motivate and retain the best people in order to perform tasks in the best possible way. This thesis points out the importance of internal marketing in the daily business enterprises, respectively its objectives and the importance of internal marketing in relation to employees. The goal of internal marketing is to build awareness among employees about the importance of providing quality customer service, but also on the role that they themselves have in the customer service process. The implementation of internal marketing is presented on the example of Plava Laguna Joint stock company, as one of the leading tourist companies that strives to successfully implement the application of internal marketing through selection, education, training, motivation and rewarding employees. Therefore, the importance of internal marketing and its quality brings many benefits, encourages employees to provide better results and improves their personal and professional development, which ultimately results in increased employee satisfaction, whose quality therefore affects customer satisfaction.