ENDOMARKETING COMO FERRAMENTA DE GESTÃO PARA FIDELIZAÇÃO DO CLIENTE INTERNO

Abstract

In a globalized world there is an urgent need for organizations started in strategic and operational terms for maintaining their competitive activities and market survival. It is noteworthy that an important point upon such circumstances are the personal relationships that, if well managed, on the undertakings winning goals and objectives. Therefore, the study objective was to talk abou Endomarketing and limiting yourself to focus on it as a management tool for internal customer loyalty The choice of this issue was justified in trying to show Endomarketing as an appropriate response to the new international situation of market globalization, its effects on businesses and organizations in short, its effects on the economy and people. For the methodological adopted to literature search where we prepared a literature review on the subject. It could be concluded that the internal marketing becomes powerful tool in communicating all objectives, the motivation for achievement of the same, as well as training on behalf of the whole, thus seeking internal customer loyalty and this first customer of the company and consequently responsible, often, by the end customer loyalty