INTRAORGANIZATIONAL MARKETING AS A FACTOR OF THE INCREASING OF ENTERPRISE COMPETITIVENESS

The main approaches to defining essence and role of intraorganizational marketing were systemized. It was offered to consider intraorganizational marketing as a factor of enterprise competitiveness increasing and as an instrument of partnership building in organization. The technique of estimation of intraorganizational marketing effectiveness was developed. The results of approbation of developed technique on the enterprises of Yekaterinburg are presented in the article.