As campanhas de propaganda interna e ações de endomarketing nas organizações: estudo de caso InBetta

Abstract

The internal marketing has been important in companies in the search for engagement among its employees, as well as their valuation. To understand this universe the question problem was to search to find the contributions that have had with collaborators within the InBetta after the completion of a propaganda campaign internal, along with the Internal marketing actions for the dissemination of the new corporate identity. For this reason we sought the observation which strategies used, the language used in the parts of the campaign, as well as the interpretation of the collected information. The research method used was the case study, to achieve better understand as happened throughout the process, because it is a study of a given group, the research was descriptive, exploratory – descriptive by cover more completes the object to be studied and for coding the collected data have been used to approach the problem the qualitative research. Within the qualitative research was used for data analysis, the analysis of content, approached by Bardin. Finally, it is concluded that there was contributions after the dissemination of internal advertising campaign and of Internal marketing actions, which were important in the relationship company - collaborator, as well as the acceptance and identification with the new corporate image of InBetta per part of its employees.