Endomarketing: Una herramienta para la gestión efectiva del capital humano

Abstract In recent times, human capital has been considered the most valuable resource for any company, since without it, the planned objectives could not be achieved. In the search for tools to manage internal customers (collaborators) more effectively, internal marketing emerged during the 1970s as an approach that sought to adapt transactional marketing to human resource management, seeking to improve levels of productivity and engagement. Within internal marketing, the role of internal communication stands out as a key factor in decision making and in the creation of the internal branding, which allows a greater identification of the collaborators with the company. Through this theoretical review, the main concepts and approaches to internal marketing are made known; for this purpose, an exhaustive and meticulous bibliographic search has been carried out, which has allowed the most important topics on this marketing trend to be assimilated.