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Advisor(s)
Abstract(s)
A literatura sugere que o Marketing pode ser aplicado internamente, nas organizaƧƵes, utilizando metodologias prĆ³prias na gestĆ£o dos colaboradores, os quais, por seu turno, oferecerĆ£o um decisivo contributo no sucesso dessas mesmas organizaƧƵes.
No seguimento das abordagens apresentadas por vĆ”rios autores, almeja-se, com esta dissertaĆ§Ć£o, ampliar a relevĆ¢ncia que tem o Marketing Interno, promovendo os seus objetivos, os modelos e programas que podem ser aplicados e como se implementam. SĆ£o tambĆ©m apresentadas linhas de orientaĆ§Ć£o bem como fatores geradores de eficĆ”cia, nomeadamente: a ComunicaĆ§Ć£o Interna, a Cultura Organizacional, o Marketing Mix Interno, a SegmentaĆ§Ć£o, Instrumentos operacionais, critĆ©rios de organizaĆ§Ć£o e avaliaĆ§Ć£o de programas de Marketing Interno e os resultados que podem ser esperados.
Visando averiguar como esta temĆ”tica Ć© colocada em prĆ”tica, bem como trazer novos contributos, decidiu-se pela realizaĆ§Ć£o de uma investigaĆ§Ć£o exploratĆ³ria qualitativa, tendo sido aplicadas entrevistas semiestruturadas a diretores de Marketing, ComunicaĆ§Ć£o e Recursos Humanos. Foi definido como universo o ranking das melhores empresas para trabalhar em Portugal, em 2014, publicada pela Accenture e Revista Exame. A metodologia foi aplicada a uma amostra de 4 empresas: Hotel Ritz, Blip, Remax e Business Consulting, com o objetivo de comprovar a revisĆ£o da literatura e providenciar novas informaƧƵes.
O presente estudo teve como questĆ£o de partida: EstarĆ” o Marketing Interno a ser aplicado nas empresas de sucesso em Portugal? Os resultados da anĆ”lise de conteĆŗdo demonstraram que com as prĆ”ticas do Marketing Interno, as empresas ficam mais fortes, consolidam-se internamente e impƵem-se com solidez no mercado onde atuam. Sendo um tema pertinente e oportuno no atual contexto socio-econĆ³mico, espera-se que o mesmo estudo contribua para fornecer informaĆ§Ć£o Ćŗtil Ć s organizaƧƵes, fomentar o diĆ”logo e a discussĆ£o no desenvolvimento de futuras polĆticas de gestĆ£o.
ABSTRACT: Literature suggests that Marketing can be applied internally, in organizations, using their own methodologies in the management of employees, which, in turn, will provide a decisive contribution to the success of those establishments. Through the methods presented by several authors, it is aimed, with this thesis, to expand Internal Marketing relevance, promoting the goals, models and programs that can be applied and how to implement them. Guidelines and efficiency factors are also presented, namely: Internal Communication, Organizational Culture, Internal Marketing Mix, Segmentation, operating instruments, organization and evaluation criteria of Internal Marketing programs and the estimated results. Aiming to verify how this process is put into practice, as well as provide new contributions, a qualitative exploratory research was chosen to be applied, using semi-structured interviews to Marketing, Communications and Human Resources directors. The study focuses in the ranking of the best Portuguese companies to work, in 2014, published by Accenture and Revista Exame. The methodology was applied to a sample of four companies: Hotel Ritz, Blip, Remax and Business Consulting, with the objective of proving the literature review and provide new information. The initial question of this project: Is Internal Marketing being applied in successful companies in Portugal? The content final analysis showed that with Internal Marketing practices, companies get stronger, internally unite and enforcing their strength in the market in which they operate. Being a relevant and timely topic in the current economic circumstances, it is expected that this study can provide not only useful information to organizations, but also increase the dialogue and discussion on the future development of policy management.
ABSTRACT: Literature suggests that Marketing can be applied internally, in organizations, using their own methodologies in the management of employees, which, in turn, will provide a decisive contribution to the success of those establishments. Through the methods presented by several authors, it is aimed, with this thesis, to expand Internal Marketing relevance, promoting the goals, models and programs that can be applied and how to implement them. Guidelines and efficiency factors are also presented, namely: Internal Communication, Organizational Culture, Internal Marketing Mix, Segmentation, operating instruments, organization and evaluation criteria of Internal Marketing programs and the estimated results. Aiming to verify how this process is put into practice, as well as provide new contributions, a qualitative exploratory research was chosen to be applied, using semi-structured interviews to Marketing, Communications and Human Resources directors. The study focuses in the ranking of the best Portuguese companies to work, in 2014, published by Accenture and Revista Exame. The methodology was applied to a sample of four companies: Hotel Ritz, Blip, Remax and Business Consulting, with the objective of proving the literature review and provide new information. The initial question of this project: Is Internal Marketing being applied in successful companies in Portugal? The content final analysis showed that with Internal Marketing practices, companies get stronger, internally unite and enforcing their strength in the market in which they operate. Being a relevant and timely topic in the current economic circumstances, it is expected that this study can provide not only useful information to organizations, but also increase the dialogue and discussion on the future development of policy management.
Description
DissertaĆ§Ć£o apresentada Ć Escola Superior de ComunicaĆ§Ć£o Social como parte dos requisitos para obtenĆ§Ć£o de grau de mestre em Publicidade e Marketing.
Keywords
Marketing interno Endomarketing ComunicaĆ§Ć£o interna Cultura organizacional Clientes internos Internal marketing Endomarketing Internal communication Organizational culture Internal customers
Citation
Marujo, Nelson AntĆ³nio Martins GonƧalves - A contribuiĆ§Ć£o do marketing interno para o sucesso das empresas. - Lisboa: Escola Superior de ComunicaĆ§Ć£o Social, 2014. ā DissertaĆ§Ć£o de Mestrado.
Publisher
Escola Superior de ComunicaĆ§Ć£o Social