استخدام التسويق الداخلي كمقاربة لتحسين الأداء في المؤسسات المصرفية في الجزائر

Abstract EN

Internal marketing is a planned effort using a marketing-like approach to overcome organizational resistance to change and to align, inter-functionally co-ordinate, integrate and motivate employees towards the effective implementation of corporate and functional strategies.

The purpose of this paper is to investigate the impact of internal marketing on bank’s business performance.