O líder no processo de implantação de um programa de endomarketing

Abstract

The research lends itself to show the importance of the intermediary leader in the process of implementing an Endomarketing plan, highlighting the leadership model that should be used, so that the strategic tools of Endomarketing are applied in the best possible way, according to James Hunter (2004). It also highlights the role of internal communication, with its instruments and channels. The present work seeks to study the relationships between the implementation of an Endomarketing program and the impacts produced by this activity on the leadership of an organization. Starting from the questioning: what is the importance of the intermediary leaders in the process of implementing an Endomarketing program? The general objective of this work is to explain the relationship between the Endomarketing and the role of Leadership in its implementation, emphasizing the importance of communication in the approximation between these two elements. As specific objectives, we have: to understand the concept of Endomarketing; Understand the relationship and endomarketing leaders; highlight the importance of internal communication in the process of implementing an Endomarketing plan; emphasize the importance of communication as motivation of internal clients. The methodology used in the preparation of the present work was the bibliographical research, based on the following authors: Analisa de Medeiros Brum, James C. Hunter, Peter Cusins, Karl Albretch, Samuel Faingauss Bekin, Philip Kotler, Gary Armstrong and Wilson Cerqueira.