ENDOMARKETING - A TOOL TO BE EXPLORED TO OBTAIN COMPETITIVE ADVANTAGES

• Autor(a) principal: Bohnenberger, Maria Cristina
• Data de Publicação: 2013
• Outros Autores: Pinheiro, Ivan Antônio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/44153
• topic: Program of internal marketing (internal marketing); organization; internal communication; Programa de marketing interno; marketing interno; organización; comunicación interna; Programa de marketing interno; endomarketing; organização; comunicação interna

This work presents a brief review of the literature on the theme, describing the internal marketing concept (endomarketing), its importance for the organizations as well as expressing its divergences on who should be placed to guide its activities. This work lists, according to the authors consulted, the main instruments used by the organizations which adopt the internal marketing. Finally, this work presents the results of a case-study type research in which the qualitative and quantitative results were combined with the proposal of 1) identify the instruments used by the organization; 2) identify, under the perspective of strategic and tactic levels, the efficiency of the Internal Marketing Programme and 3) measure the degree of sensibilization (response) of the workers in relation to each one of the instruments of internal marketing used by the organization.