A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19 |
Resumo: | We intend to evaluate the importance of internal marketing on organization size, in the effectiveness of internal communication and on the sense of belonging of employees. To face this objective, we did a survey which was available on various social networks, by which it was possible to collect a random sample. After the survey analyze, it was possible to prove that the existence of a sponsor of the Internal Marketing (IM) depends on the organization size, i.e., larger organizations are more likely to have a responsible of the IM than the small firms; we also found that the existence of IM promotes more effective communication within the organization; and we observed that the sponsor of IM plays a very dynamic role within an organization, according as he stimulates the sense of belonging of employees.In the current context, the market requires from organizations a new attitude, and the human element is undoubtedly the differentiating factor in the contemporary scenario. The small and medium sized organizations could not underestimate the importance of IM because this behavior may be an obstacle to growth and progress. |
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A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETINGInternal Marketing, Internal Communication, Sense of Belonging of Employees.We intend to evaluate the importance of internal marketing on organization size, in the effectiveness of internal communication and on the sense of belonging of employees. To face this objective, we did a survey which was available on various social networks, by which it was possible to collect a random sample. After the survey analyze, it was possible to prove that the existence of a sponsor of the Internal Marketing (IM) depends on the organization size, i.e., larger organizations are more likely to have a responsible of the IM than the small firms; we also found that the existence of IM promotes more effective communication within the organization; and we observed that the sponsor of IM plays a very dynamic role within an organization, according as he stimulates the sense of belonging of employees.In the current context, the market requires from organizations a new attitude, and the human element is undoubtedly the differentiating factor in the contemporary scenario. The small and medium sized organizations could not underestimate the importance of IM because this behavior may be an obstacle to growth and progress. ISVOUGA - Instituto Superior de Entre Douro e Vouga2013-12-31T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19oai:u3isjournal.isvouga.pt:article/19International Journal of Marketing, Communication and New Media; Vol 1, No 1 (2013)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19/7Borges, Ana PintoRibeiro, Maria da GlóriaRodrigues, Paulainfo:eu-repo/semantics/openAccess2022-09-22T10:30:31Zoai:u3isjournal.isvouga.pt:article/19Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:19.586114Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
title |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
spellingShingle |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING Borges, Ana Pinto Internal Marketing, Internal Communication, Sense of Belonging of Employees. |
title_short |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
title_full |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
title_fullStr |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
title_full_unstemmed |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
title_sort |
A TRIPLE VISION OF THE EFFECTIVENESS OF INTERNAL MARKETING |
author |
Borges, Ana Pinto |
author_facet |
Borges, Ana Pinto Ribeiro, Maria da Glória Rodrigues, Paula |
author_role |
author |
author2 |
Ribeiro, Maria da Glória Rodrigues, Paula |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Borges, Ana Pinto Ribeiro, Maria da Glória Rodrigues, Paula |
dc.subject.por.fl_str_mv |
Internal Marketing, Internal Communication, Sense of Belonging of Employees. |
topic |
Internal Marketing, Internal Communication, Sense of Belonging of Employees. |
description |
We intend to evaluate the importance of internal marketing on organization size, in the effectiveness of internal communication and on the sense of belonging of employees. To face this objective, we did a survey which was available on various social networks, by which it was possible to collect a random sample. After the survey analyze, it was possible to prove that the existence of a sponsor of the Internal Marketing (IM) depends on the organization size, i.e., larger organizations are more likely to have a responsible of the IM than the small firms; we also found that the existence of IM promotes more effective communication within the organization; and we observed that the sponsor of IM plays a very dynamic role within an organization, according as he stimulates the sense of belonging of employees.In the current context, the market requires from organizations a new attitude, and the human element is undoubtedly the differentiating factor in the contemporary scenario. The small and medium sized organizations could not underestimate the importance of IM because this behavior may be an obstacle to growth and progress. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-31T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19 oai:u3isjournal.isvouga.pt:article/19 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/19 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/19/7 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 1, No 1 (2013) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130450977882112 |