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Contribution to better understanding of internal marketing and its consequences
Milfelner, Borut ; Gabrijan, Vladimir ; Snoj, Boris
Despite the fact that in marketing literature, internal marketing philosophy has been discussed for over 30 years, there are still very few clear evidence show internal marketing impacts market ...performance (customer loyalty, market share/sales volume) and financial performance. Structural model was build consisting of internal market orientation, market orientation, market performance and financial performance. With the structural equation model (SEM) the hypothesis was confirmed that internal market orientation is a significant predecessor of market orientation. Market orientation was also found to significantly influence market as well as financial performance.
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