Internal marketing operations: proposal of an endomarketing model
DOI:
https://doi.org/10.35319/xf2krm03Keywords:
Internal Marketing, Internal Communication, Human Resources Management, internal marketing models, Market OrientationAbstract
In the last two decades, the concept of internal marketing, also known as endomarketing, has emerged in the business context to describe the application of marketing within the organization itself, and more precisely in Human Resources management practices. On the other hand, the various business management approaches tend to converge on the customer-oriented approach proposed by Cohlí and Jaworsky (1990) and Narver and Slater (1991).
In this context, the main objective of this paper is to analyze the development of internal marketing in academic literature and the role that internal communication plays in it, in order to highlight the link between internal communication strategy and the success of the organization's external communication with the final consumer (Varey, 2001); in turn, Human Resources management practices are analyzed, and Market Orientation is considered as a Business Management philosophy that allows a coherent combination of Marketing practices with those of Human Resources. Therefore, the analysis will allow a proposal for an Internal Marketing model based on the review of existing models in the literature and the resulting modeling that is based on three fundamental pillars: internal communication, human resources practices, and market orientation as a management approach.
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