Nataliia Kovalenko, PhD in Economics, Associate Professor of the Department of Administrative Management and Foreign Economic Activity, National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine

ORCID ID: 0000-0003-0621-8214
e-mail: nperederiy@nubip.edu.ua

Maksym Dunin, PhD student, National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine

ORCID ID: 0009-0009-4745-3852
e-mail: 95dunin@gmail.com

Modern Management Trends in the Context of Implementing Internal Marketing in the Activities Of Enterprises

Abstract. Introduction. The article considers the role of modern management trends in the implementation of internal marketing in the activities of enterprises. The basis for consideration of this issue is the problem of competent construction of internal processes in the company, taking into account dynamic changes in the market and the emergence of new technologies.

Purpose. The aim of this study is to identify the shortcomings of the existing model of implementation of internal marketing in the activities of enterprises and provide recommendations for improving the situation, taking into account modern management trends.

Results. The article defines the holistic concept of marketing and provides characteristics of internal marketing as a part of the holistic concept of marketing. The stages of implementation of internal marketing in the activities of enterprises are specified. The stages of personnel segmentation, management participation and internal communications are described in detail. The disadvantages of this implementation model in terms of personnel segmentation, management involvement and internal communications within enterprises are highlighted. The main trends in the processes related to management within enterprises, regardless of industry and size of enterprises, in the post-pandemic period are investigated. The level of employee satisfaction with the implementation of various management tools based on analytics from 2023 is graphically presented. The assumptions about the possible optimisation of internal marketing processes related to personnel segmentation, selection of a management model and internal communications are confirmed. Modern methods and tools of management for personnel segmentation, selection of a management model and internal communications in the context of implementation of internal marketing in the activities of enterprises are proposed.

Conclusions. The study confirmed that internal marketing is an exemplary model for building internal processes of companies. Based on the analysis and assumptions, it was found that some stages of this model are not devoid of variability over time, and therefore it is important to constantly study management trends to optimise internal processes at enterprises.

Keywords: holistic marketing; internal marketing; management trends; employee satisfaction; personnel segmentation; leadership model; internal communications.

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