Internal Marketing Role in Human Resources Management

Abstract

The article addresses the impact of the internal marketing concept on the policy of companies in the field of personnel management. Authors examine the problem of the importance of personnel as stakeholders through the prism of corporate social responsibility. The sample of companies includes 20 largest representatives of Russian business and 120 regional small and medium enterprises. The study is based on the use of data posted by companies in the form of social and integrated reports, and data obtained by polling a sample of small and medium-sized businesses. The hypothesis formulated by the author that Russian companies increased their share of social support costs and regarded staff members as internal clients has not been confirmed.