Internal marketing: the manager's strenght

• Autor(a) principal: Freitas, Henrique M. R. de
• Data de Publicação: 1994
• Outros Autores: Becker, João Luiz, Caravantes, Geraldo Ronchetti
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração Pública
• Texto Completo: https://periodicos.fgv.br/rap/article/view/8376
• topic: internal marketing; culture and organizational change; human resources; internal communication.; marketing interno; cultura y cambio organizacional; recursos humanos; la comunicación interna.; marketing interno; cultura e mudança organizacionais; recursos humanos; comunicação interna.

One of the traditional forms of advancing in knowledge is through a retrospective analysis. One critically examines the past, learning with errors and successes alike: in fact, one tries to discover how today has become today. Particularly in management, the research is highly strengthened by such a practice; in this paper we revisit, under the light of different theories, a concrete example of organizational evolution. The work brings about two distinct contributions: for the ones interested in the study of organizations, it offers a better understanding of some administrative theories, by comparing them with practical aspects really experienced. For the "actors" playing in the administrative process of the organizations, it emphasizes the strength of the concept of internal marketing, in implementing innovative ideas within the organizations themselves.