Annotation: In this paper, a generalization of approaches to the definition of the essence of the concept of "internal marketing" and the definition of its place in the marketing system of the enterprise. The concept of internal marketing is considered. Comparison is conducted in analogy to traditional marketing and the model of the marketing concept of Mkrtarty "4P". We consider the advantages of internal marketing for the enterprise and its concept, which is formed and constantly evolving in accordance with economic theories.