التسويق الداخلي كمدخل لإدارة الموارد البشرية و دوره في تحقيق الميزة التنافسية : دراسة مقارنة بين وكالات الشركة الوطنية للتأمينات و شركة سلامة للتأمينات ببشار

الملخص EN

Internal marketing presents an important approach in the management of human resources in organizations.

And, in companies that aim to set goals based on the care and concern of its employees, it is a key element on which the success of the company is based and to confront the challenges of the company.

a competitive environment, where knowledge, skills and quality have become a fundamental requirement for gaining competitive advantage by starting with the internal customer and arriving at the external customer in the sense of guaranteeing the existence and continuity in the market.

In this context, the objective of this study is to show, based on a comparison between the commercial agencies of two companies that constitute the object of the application, the importance of developing methods and methods following the specificities of the application.

internal marketing model to be able to contribute to achieving efficiency and effectiveness and for a better competitive position.