In HTML it is pretty easy to insert an anchor (or a bookmark) into a document and reference it from the same document. Can I do the same in MS Word doc?
PS. Without importing HTML content into it.
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You didn't mention what version of Word you are using, but if you have 2007 or later, you'll want to look at Bookmarks which can be used to identify a location or a selection of text that you name and identify for future reference.
You can use bookmarks along with cross-references for the functionality you are looking for.