Endomarketing : um estudo de caso da comunicação interna de objetivos empresariais dirigida aos gerentes de agências de uma instituição financeira

Abstract

Educating customers about key trends and new products is all very well, but if an organization´s internal audience does not have the same knowledge then it is courting danger. Successful relationship marketing must start with harmonious internal relationships. The use of internal communication as a powerful resource of EndoMarketing - the marketing to employees, building client relationship is an attractive alternative to companies in general, and particularly to the banking industry. A brief historical description of the banking sector is provided herein in order to substantiate this study covering the effectiveness of internal communication programs. This resource is gaining gradual acceptance and practice in order to inform and engage branch managers of banking institutions towards meeting their business objectives. Managers interviewed for this study conducted in São Paulo city confirmed having knowledge of internal communication actions and confirmed its effectiveness in meeting said objectives, therefore indicating a convergence between the results for this case study and the concept of EndoMarketing. The selected literature is used as reference for the analysis of the data gathered in the interviews.