The importance of internal marketing in the organizational climate Daniela Alvarenga

Abstract

The main objective of this article is to discuss conceptually the importance of endomarketing as a motivational agent and to improve the organizational climate of companies. The justification for choosing the theme is based on the need to know and improve techniques that contribute to the management of the companies and their development in the current market. The research method followed is qualitative, with bibliographic research. Among the main findings, it was possible to conclude that the market scenario has changed, so that in addition to meeting the needs and demands of its customers, companies are also faced with the need to satisfy their employees and make them aligned to the objectives of the company, so that they are an essential part to captivate and keep clients succeeding in their business. In this way, endomarketing ends up being adopted as a strategic management tool in companies that found a way to generate this satisfaction and the necessary motivation for its employees, obtaining its commitment with better results and performance for the company's business success.