Examinando por Materia "Cliente interno"

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    Ítem
    Aplicación del mercadeo interno en empresas de Medellín
    (Universidad EAFIT, 2017) Granada Salazar, Daniela; Ramírez Correa, Juan David; Muñoz Molina, Yaromir
    This descriptive exploratory qualitative study aims to analyze the internal marketing strategies applied by five companies that have activity in Medellín such as Pintuco, Bavaria, Alquería, Servicios Nutresa and Argos, to consolidate a unique value-added offer, to achieve high standards of competitiveness and to develop profitability and sustainability -- The document describes a conceptual review of the topic, based on the exploration of the theoretical background, obtained from research articles indexed to scientific databases and related bibliography, to understand the variables internal marketing, internal clients and internal communication, and determine how these elements are interrelated to give rise to strategies that manage job satisfaction, corporate cohesion, sense of belonging and organizational culture -- Research includes a consideration of stakeholders that can be problematic when implementing internal marketing -- That is why it is established that outsourced workers, trade unions and workers resistant to change, are foci on which to work with special effort
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    Ítem
    Diseño de una herramienta de endomarketing para empresas
    (Universidad EAFIT, 2017) Moreno Montoya, Diana Marcela; Bejarano Botero, Luis Mauricio; Rojas de Francisco, Laura Isabel
    The present work compiles and analyzes the literature developed around the endomarketing in Colombia and Latin American countries in which its application has generated literature on its implementation -- For this purpose, the elements that constitute internal marketing are explored and case studies and methodologies applied in companies are analyzed, as well as the definitions that have been published and research results on the object of study of the endomarketing – Based on the above, we collect elements of theory and practice that allow us to propose an endomarketing tool applicable to any type of company