ENDOMARKETING IN THE ORGANIC PRODUCTS INDUSTRY
DOI:
https://doi.org/10.2026/teq4qn71Keywords:
Endomarketing, Relationship Marketing, Organic ProductsAbstract
This study sought to investigate the applicability of the use, in the agribusiness, of the marketing tool relationship in the Endomarketing programs (aimed at the internal public, the collaborators). Twelve companies were investigated in this research, thus it's a convenience sample. It can be concluded that the objectives of the Endomarketing Programs are aimed at promoting the well-being, seeking commitment, training, and guide the employees. The greatest benefits offered by the Endomarketing Programs, as pointed out by the companies, are that they stimulate the participation of all employees of the organization; they improve the attitudes and behaviors of the employees related to employment; they create and promote ideas in the organizations aimed at good customer service; they contribute to the improvement of productivity rates; they facilitate recruitment and selection; and they include career plans as motivation instruments. This study represents the assumption of Relationship Marketing in 50% of the companies contacted once the investigation at the points of sale allowed the verification of 24 companies.
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