Internal marketingthe manager's strenght

Resumo

One of the traditional forms of advancing in knowledge is through a retrospective analysis. One critically examines the past, learning with errors and successes alike: in fact, one tries to discover how today has become today. Particularly in management, the research is highly strengthened by such a practice; in this paper we revisit, under the light of different theories, a concrete example of organizational evolution. The work brings about two distinct contributions: for the ones interested in the study of organizations, it offers a better understanding of some administrative theories, by comparing them with practical aspects really experienced. For the "actors" playing in the administrative process of the organizations, it emphasizes the strength of the concept of internal marketing, in implementing innovative ideas within the organizations themselves.

Ficha do documento

Tipo

Artigo científico

Ano

1994

Instituição

Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)

Fonte

Revista de Administração Pública

Idioma

Português

Acesso

Não informado

Identificador

oai:ojs.periodicos.fgv.br:article/8376

Palavras-chave

internal marketingculture and organizational changehuman resourcesinternal communication.marketing internocultura y cambio organizacionalrecursos humanosla comunicación interna.cultura e mudança organizacionaiscomunicação interna.