Operativa del marketing interno: propuesta de modelo de endomarketing
DOI:
https://doi.org/10.35319/xf2krm03Palabras clave:
Marketing Interno, Comunicación interna, Gestión de Recursos Humanos, modelos de marketing interno, Orientación al mercadoResumen
En las últimas dos décadas, el concepto marketing interno, también denominado endomarketing, ha emergido en el contexto empresarial para describir la aplicación del marketing en el seno de la propia organización y más precisamente en las prácticas de gestión de los Recursos Humanos. Por otra parte, las diferentes orientaciones de gestión empresarial tienden a converger en el enfoque orientado al cliente propuesto por Cohlí y Jaworsky (1990) y Narver y Slater (1991).
En ese contexto, el objetivo principal de este trabajo es analizar el discurrir del marketing interno en la literatura académica y el papel que la comunicación interna juega en el mismo para resaltar el nexo de unión entre la estrategia de comunicación interna y el éxito de la comunicación externa de la organización con el consumidor final (Varey, 2001); a su vez, se analizan las prácticas de gestión de Recursos Humanos y se considera a la Orientación al Mercado como filosofía de Gestión Empresarial que permita una coherente combinación de las prácticas de Marketing con las de Recursos Humanos. Por ello, el análisis permitirá hacer una propuesta de modelo de Marketing Interno fundamentado en la revisión de modelos existentes en la literatura y la consecuente modelización que se basa en tres pilares fundamentales: la comunicación interna, las prácticas de los recursos humanos y la orientación al mercado como enfoque de Gestión.
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