Marketing concepts is considered to be applicable in non-profit organizations in achieving their social mission. Manado State Polytechnic (POLIMDO) as a nonprofit institution develop an integrated marketing communication strategy (IMC) as an adaptive step in the industrial revolution era 4.0. A sensitive organization community needs, which utilizes the media in conveying its values and identity as a vocational tertiary institution in North Sulawesi. This research provides an overview of the concept of customer-oriented in the perspective of nonprofit organizations, describe how the implementation of IMC in higher education institutions.
The restaurant industry in Indonesia has experienced very rapid growth in recent years. Restaurants are increasingly aware of the need to market, develop and promote the restaurant industry as part of tourism products. Currently in North Sulawesi, the internal marketing brand has not been well developed. The results of the 2016 study showed that training and development in restaurants was still low. In addition, employees who work in restaurants only pay attention to their own task areas and are not customer oriented. This has an impact on internal marketing brands that have not been maximized. Therefore, this study aims to analyse the meaning of "internal marketing" according to managers / owners and employees and to analyse the meaning of the relationship "internal marketing" with "brand" restaurants in North Sulawesi according to managers / owners and employees. Quantitative research methods will be used with PLS analysis tools to analyse data. The perception of 181 respondents from the questionnaire obtained the results of the study of the meaning of "internal marketing" according to employees that employees are needed in channelling brand value and employees are internal customers who channel internal brands.
The restaurant industry in Indonesia has experienced very rapid growth in recent years. Restaurants are increasingly aware of the need to market, develop and promote the restaurant industry as part of tourism products. Currently, in North Sulawesi, the internal marketing brand has not been well developed. The results of the 2016 study showed that training and development in restaurants were still low. Also, employees who work in restaurants only pay attention to their task areas and are not customer oriented. This has an impact on internal marketing brands that have not been maximized. Therefore, this study aims to analyze the meaning of "internal marketing" according to managers/owners and employees and to analyze the meaning of the relationship "internal marketing" with "brand" restaurants in North Sulawesi according to managers/owners and employees. Quantitative research methods will be used with PLS analysis tools to analyze data. The perception of 181 respondents from the questionnaire obtained the results of the study of the meaning of "internal marketing" according to employees that employees are needed in channeling brand value and employees are internal customers who direct internal brands.
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