Isakova Naima Ikromjonovna
Independent researcher at Urgench State University
Associate professor at Tashkent State University of Economics, PhD
E-mail: noimaisakova@gmail.ru
ORCID: 0009-0008-3370-6882
Abstract. This work summarizes approaches to revealing the essence of the concept of “internal marketing” and determining its place in the enterprise marketing system. It considers the concept of internal marketing, as well as its comparative analysis with traditional marketing and M. McCarthy’s “4P” marketing concept model. The advantages of internal marketing for the enterprise and the specific aspects of the concept, which is formed and constantly developing in accordance with economic theories, are highlighted.
Key words: internal marketing, marketing concept, internal marketing concept, marketing environment, enterprise, service, “4P”.