Internal marketing is a key area of modern business that stands out as an indispensable element in building a strong corporate culture and improving relationships within organizations. The essence of internal marketing is aimed at improving interactions within the organization itself, whereby employees are considered the first and most important 'consumers' of internal policies and practices. The goal of internal marketing is to maximize employee engagement and satisfaction, which consequently leads to the achievement of significant competitive advantages on the market. Internal marketing models, such as Berry's and Grönroos', represent different approaches to the application of this concept. Berry's model emphasizes treating employees as customers, while Grönroos' model emphasizes employee awareness of customer needs and interactive marketing. In service industries, internal marketing plays a key role in ensuring service quality and customer satisfaction. Employees are the main source of competitive advantage for service companies, because their knowledge, skills and motivation directly affect the quality of the services provided. Investing in employees through education, motivation and rewards is key to achieving high standards of service and long-term success of the company. Building an employer brand is becoming increasingly important in attracting and retaining talented employees, and its implementation enables organizations to attract the best talents and retain them through the creation of a positive work atmosphere, providing them with the opportunity for advancement and job security. The war for talent, which is intensifying in a globalized and digitized labor market, requires organizations to develop attractive value propositions for employees and a strong employer brand. Talent management encompasses talent acquisition, performance management, education and talent development to ensure long-term competitiveness and success. The application of internal marketing at Pula Airport emphasizes the importance of internal communication, education and reward systems in ensuring a high level of employee engagement and loyalty. By conducting a survey of employee satisfaction and engagement, Pula Airport gained insight into the actual state of internal marketing within the company, which will enable further improvement of business processes and service quality.