PROCESSOS DE TROCAS INTRA-ORGANIZACIONAIS: ATUALIZANDO O CONCEITO DE MARKETING INTERNO

It is stated that because of its efficiency as a management tool the scope and purpose of Internal Marketing (IM) is gradually expanding to other administrative areas. The more integrated a company is the greater will be the chances of success in providing customer services IM has many benefits and qualities not only for marketing professionals but also for those of other functional areas. It has importance for the operational integration and even for the strategic integration of organizations. IM is like a glue that joins all the parts. It seems clear that IM has acquired a “life of its own” over the years. From an ancillary marketing tool it has incorporated other functions so as to contribute to the improvement of intraorganizational processes. Today a modern company must have both external and internal competence to avoid serious threats to survival. In conclusion considering its characteristics IM may be an effective resource for managers to deal with issues, exchanges, and interfaces inside the organizations. Moreover it is understood that IM encourages people (the companies’ main asset) to remain with the company and to experience work satisfaction.

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