Abstract

BOHNENBERGER, Maria Cristina; SCHMIDT, Serje; DAMACENA, Cláudio  and  BATLE-LORENTE, Francisco Julio. INTERNAL MARKETING: A MODEL FOR IMPLEMENTATION AND DEVELOPMENT. Dimens.empres. [online]. 2019, vol.17, n.1, pp.7-22. ISSN 1692-8563.  https://doi.org/10.15665/dem.v17i1.1657.

Internal marketing (IM) is increasingly recognized as a tool to institutionalize organizational values, improve employee commitment and enhance customer satisfaction. A theoretical model would contribute to its conceptual development and facilitate its application in the organization, enabling to achieve strategic objectives such as customer orientation, organizational commitment, and organization performance. This paper proposes a theoretical model for implementing and developing IM in organizations. The proposed model considers IM as a path for performing the strategic management of human resources through the marketing perspective.

Keywords : internal marketing; customer orientation; internal customer.

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