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Aproximaciã“N Conceptual A La Gestiã“N Del Marketing Interno

Author

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  • Edwin Pombosa Junez
  • Irene García Rondón

Abstract

Ahmed y Rafiq (2002) y Dunmore (2003) apuntan que los estudios de marketing interno son recientes. Bohnenberger (2005) señala que los mismos se iniciaron debido a la preocupación por una mejor gestión de las personas en las organizaciones, y una mejor atención a los clientes. El presente artículo, en un primer momento ubica el surgimiento del marketing interno como parte de la evolución conceptual de la disciplina del marketing. Posteriormente, analiza las definiciones de marketing interno existentes en la bibliografía especializada, a través del procedimiento propuesto por Pérez Campedsuñer. El análisis permite determinar el sujeto en el que se manifiesta la categoría, el campo de aplicación, el marco de referencia y el efecto que produce.

Suggested Citation

  • Edwin Pombosa Junez & Irene García Rondón, 2016. "Aproximaciã“N Conceptual A La Gestiã“N Del Marketing Interno," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2016-01, january-m.
    • Handle: RePEc:erv:contri:y:2015:i:2016-01:02
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    Keywords

    gestión de marketing interno.;

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