o:28463 Uloga internog marketinga u unapređenju posvećenosti organizaciji Improving organizational commitment through internal marketing sr Apstrakt: U ovom radu pokušali smo da dublje istražimo odnos između posveće- nosti organizaciji i internog marketinga na bazi pregleda relevantne literature iz oblasti organizacionog ponašanja, internog marketinga i menadžmenta ljudskih resursa (MLJR-a). Analiza je pokazala da interni marketing ima važnu ulogu u razvoju posvećenosti kod zapo- slenih preko: informisanja zaposlenih o organizacionim vrednostima, kreiranja brenda organizacije interno i eksterno, podsticanja dvosmerne komunikacije unutar organizacije, unapređenja organi- zacione klime, selekcije novih zaposlenih koji dele vrednosti i stavove koji podrža- vaju vrednosti organizacije, motivisanja zaposlenih kroz adekvatno dizajniranje poslova, kreiranje pravednog sistema nagrađivanja i sistematsko planiranje i upravljanje karijerom zaposlenih. Analiza je sugerisala i da posvećenost organizaciji predstavlja medijatorsku varijablu odnosa između internog marketinga i organizacio- nih performansi. Abstract: In this paper we made an attempt to highlight the relationship between organizational commitment and internal marketing, building our analysis on reviewing related organizational behaviour, internal marketing and human resource management literature. The analysis has shown that internal marketing has an important role in developing employee commitment through: informing the employees about organizational values, developing organization brand both internally and externally, facilitating two-way communication within organization, improving organizational climate, selection of new employees whose values and attitudes support organizational ones, motivation of employees through job design, creation of equity-based reward system and systematic planning and management of employees' careers. The analysis has also indicated that organizational commitment mediates the relationship between internal marketing and organizational performances. Project: The implementation of contemporary management and marketing methods in improving competitiveness of companies in Serbia in the process of its integration in the European Union (MESTD - 179062) Ključne reči: posvećenost organizaciji, interni marketing, menadžment ljudskih resursa Keywords: organisational commitment; internal marketing; human resource management 1552099 10.5937/markt1902094B 1552101 0354-3471 2023-03-29T12:38:43.032Z 44 no 46 Biljana Bogićević Milikić Univerzitet u Beogradu Ekonomski fakultet 12797543 0000-0003-3084-8021 Galjina Ognjanov Univerzitet u Beogradu Ekonomski fakultet person 12880999 0000-0002-4102-1567 application/pdf 214270 https://phaidrabg.bg.ac.rs/o:28463 no yes 21 70 92000004 11A03 Marketing 50 2 94 110 2019