ARAÚJO, K. M. D.; ARAÚJO, Kelly Meline Donato de.
Resumen:
The present study had as main objective to diagnostician Endomarketing practiced in the company Gerdau in the city of Campina Grande - PB. It is treated of a thematic of highest importance for the organizations, especially because it is an indispensable element for the success of any enterprise. In what they refer to the methodological procedures, it was used the descriptive research and the stratified sample, involving the following variables: the collaborator's partner-cultural profile; the internal customer's knowledge; the internal customer as diferencial; the internal customer's training and; quality of the attendance rendered the external customer. The universe of the research was constituted of 20 collaborators. The sampling was for accessibility, being constituted by 18 collaborators, representing 90% of the considered universe. With relationship to the analysis of the results, it allowed to conclude that Endomarketing doesn't constitute an isolated activity, once it is implicit in initiatives related with the quality, with the programs of services to the clientele and wider managerial strategies, allowing to affirm that the same has an important paper in the execution and in the reduction of the conflicts among the different operative areas of the organization, accomplishing a decisive function in the effective competitive differentiation, with the mission to create more innovative spirit, as an incentive for employees to arrive at certain conclusions for themselves.
