文章基本信息

标题：Marketing, Endomarketing and social networks: theoretical foundations to the conception of a people management strategy.
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作者：André Ofenhejm Mascarenhas ; Felipe Zambaldi ; Fábio Natrieli 等
期刊名称：Revista Organizações em Contexto
印刷版ISSN：1809-1040
电子版ISSN：1982-8756
出版年度：2010
卷号：6
期号：11
出版社：Universidade Metodista de São Paulo
摘要：The concept of endomarketing refers to organizational practices as employees are considered internal clients, assuming that the firm is able to compete in marketplace if it is well positioned in face of its employees. Besides a marketing strategy, it is also a people management strategy since it aims to attract, engage and retain talents. Recently, the emergence of social network tools suggests new potentials to the theme since these tools make it viable new structures of communication and relationship. The aim of this theoretical essay is presenting endomarketing as a tool for strategic people management, contextualizing it in terms of its paradigms. More specifically, we aim to answer the following questions: what is endomarketing? What are the functions of endomarketing as a people management tool? In which conditions does endomarketing concretize its potentials?