A aplicação do marketing interno segundo o modelo fornecedor - cliente interno: estudo de caso na PETROBRAS

• Autor(a) principal: Pereira, Vítor Dias
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal Fluminense (RIUFF)
• Texto Completo: https://app.uff.br/riuff/handle/1/19574
• topic: marketing interno; cliente interno; cadeia de valor interna organizacional; internal marketing; internal client; internal organizational value chain; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO

The present study aims to analyze the management model adopted by a vertically integrated organization that the department considers the following as your client meets the marketing concepts and techniques offered by major authors to the model internal supplier customer, especially Lings (2000). In reviewing, the literature identifies three strands to the internal marketing, one of which, the internal marketing as an interdepartmental process is adopted as a model for the analysis. The research methodology uses the strategy of case study and consists of collection data through company documents and records, interviews with key actors of this process and qualitative analysis. The result is a comparison between the practices adopted by the case unit and those proposed by major authors and strengthens the paths chosen and indicates gaps to be filled