Assessment of the impact of internal marketing on employee loyalty (using the example of Yandex)

Student: Victoria Bogdanova

Educational Programme: Marketing: Digital Technology and Marketing Communications (Master)

Year of Graduation: 2024

The work is devoted to the study of the impact of internal marketing on employee loyalty at Yandex. The paper examines the theoretical basis of loyalty and internal marketing, conducts a study of the internal marketing system and its impact on employee loyalty at Yandex, and develops recommendations for optimizing the internal marketing system in order to increase employee loyalty. The relevance of the topic is due to the increasing importance of personnel policy and personnel management in the modern economy, as well as the need to find effective methods of retaining and attracting employees.

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