IDEAS home Printed from https://ideas.repec.org/a/msn/rfjrnl/v3y2018i6p82-88.html
   My bibliography  Save this article

Endomarketing y Su Orientación al Engagement

Author

Listed:
  • Jesús Adriana Marrufo-Calderón

    (Instituto Tecnológico Superior de Ciudad Constitución)

Abstract

Esta investigación pretende realizar un análisis de la conceptualización del marketing interno (endomarketing) y su orientación al engagement, con el fin de resaltar las oportunidades y retos que enfrenta el endomarketing en el ambiente laboral de las empresas, para lo cual, se hace una revisión de la literatura del tema en relación a su conceptualización, se analiza la orientación al cliente interno como elemento central del marketing y su implicación en el ambiente laboral, a través del análisis de dos modelos: Modelo de endomarketing propuesto por Inkontte (2000) y un Modelo de Engagement planteado por Bakker y Demerouti (2007). Además se presentan los resultados de un estudio descriptivo realizado en empresas del Municipio de Comondú, Baja California Sur, sobre la dimensión de ambiente laboral (coordinación), una variable de endomarketing relacionada con el engagement.

Suggested Citation

  • Jesús Adriana Marrufo-Calderón, 2018. "Endomarketing y Su Orientación al Engagement," Revista de la Facultad de Contaduría y Ciencias Administrativas, Universidad Michoacana de San Nicolás de Hidalgo, Facultad de Contaduría y Ciencias Administrativas, vol. 3(6), pages 82-88, July.
    • Handle: RePEc:msn:rfjrnl:v:3:y:2018:i:6:p:82-88
    as

    Download full text from publisher

    File URL: https://rfcca.umich.mx/index.php/rfcca/article/view/91/93
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:msn:rfjrnl:v:3:y:2018:i:6:p:82-88. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/famicmx.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.