특급호텔의 내부마케팅 사례 연구 = A Case Study on Internal Marketing of Super Deluxe Hotels

다국어 초록 (Multilingual Abstract)

Internal marketing is marketing activity for the employees of the organization. It sees the employee as the internal customer and the job as the internal product. Looked at from this perspective, the job must satisfy the needs and wants, and solve the problems of the employees. It's overall objective is to develop motivated and customer-oriented personnel.
The purpose of this study is to suggest the improvement plan of internal marketing by survey the internal marketing case in hotels. The required plans from this study are as follows:
- to establish individual data base for employees' career development.
- to activate the motivate program and rewards &, punishments system of employees.
- to activate the communication system.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구의 이론적 고찰
• 1. 내부마케팅의 정의
• 2. 내부마케팅의 활동내용
• Ⅲ. 내부마케팅 사례
• Ⅳ. 내부마케팅 사례에 대한 분석
• Ⅴ. 결론
• 참고문헌
• ABSTRACT