Elementos de marketing interno e sua percepção pelos funcionários de uma empresa nacional do ramo de bebidas

Abstract

The fundamentals of marketing targeted to employees of a company are subject to internal marketing study and, about this, internal communication resources are the means to inform, motivate, create satisfaction and commitment. This work aims to point out elements of internal marketing that, through internal communication, reaches the group of employees and, on them, may arouse greater or lesser affinity to the organization’s goals. The research aims to delineate the perception that employees, as the target audience of the company's communications have on attitudes, actions and messages of the organization at different situations of organizational routine. Through a questionnaire, definitions of the elements of internal marketing were portrayed, and we sought to measure the magnitude of affinity of respondents to the topics included there. The level of agreement, disagreement or neutrality of respondents indicates how they perceive adoption and / or implementation of internal marketing resources in a beverages company with operations in a big area of the Brazilian territory.