Marketing interno: convergencias y divergencias de líneas de pensamiento
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https://doi.org/10.35319/txrmzp81Palabras clave:
Marketing interno, Orientación al mercado, servicios, ventaja competitiva, organización, recursos humanosResumen
El Endomarketing o Marketing Interno, es un tema que ha recibido más atención en el entorno internacional que el nacional, en este caso, Bolivia. En el contexto nacional, el tema ha ganado más atención gracias a los practicantes que lo utilizan, en general, como una alternativa para buscar la coherente relación de aproximación de la empresa con los empleados. El entorno académico prácticamente no ha valorizado el tema, por considerar que el Marketing Interno puede ser más una iniciativa no paradigmática y que por lo tanto es posible que dure poco tiempo. Una de las pruebas de esto está en la parca atención que se le da al tema en los diferentes congresos, foros y simposios académicos del país que se desarrollan en las más grandes ciudades de Bolivia como La Paz, Santa Cruz y Cochabamba.
Considerando que es un tema que está en constante crecimiento en el contexto internacional (Ahmed y Rafiq, 2003) es necesario conocer lo que está siendo hecho, en este tema para comprender mejor al tema mismo y su importancia en la gestión empresarial de organizaciones tanto del sector primario, secundario o terciario desde la perspectiva de su función económica.
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