Marketing, Endomarketing e Redes Sociais: Fundamentos Teóricos à concep??o de uma estratégia de gest?o de pessoas

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?