Endomarketing: conceito inovador e modificador para as políticas públicas

Abstract

Endomarketing is an innovative and modifying concept for public policies, thus it will be presented how it can be used in public service, what benefits, how to implement it, what are its main actions and what are its results. The objective of this research is to demonstrate how endomarketing can be used and why it is extremely important to develop it in public administration. The research is a descriptive study with a qualitative approach. Where a field research was carried out with employees of the public administration secretariat of the municipality of José da Penha - RN, in order to identify the elements of Endomarketing in the institution and verify the perception of its servers about these actions. The data collection technique was performed through a questionnaire with questions of socioeconomic aspect and questions with applied character related to the research objectives. Data were collected in person and analyzed using the content analysis technique. The results reveal that the organization has endomarketing actions such as training, lectures and training, however, respondents say it needs to improve, as the organization's employees feel undervalued and unmotivated, given the little recognition and lack of communication.