Endomarketing: a importância da comunicação interna para as organizações

Abstract

This study aimed to analyze the role of internal marketing in internal communication within organizations, with an emphasis on its impacts on employee engagement, organizational climate, and business performance. The research was conducted through a narrative literature review, focusing on national scientific publications found on the Google Scholar platform, using the keywords “endomarketing,” “internal communication,” and “internal marketing.” After screening and analyzing the materials, 12 relevant studies were selected. The results showed that internal marketing practices contribute to strengthening organizational culture, promoting healthier work environments, and improving productivity. Furthermore, it was possible to identify that internal marketing plays a fundamental role in reducing employee turnover and building stronger relationships between teams and organizations. Finally, the study highlighted the need for further progress in aligning these practices with diversity and inclusion strategies, as well as in engaging leadership in the process. The contributions of this research reinforce the potential of internal marketing as a strategic tool for organizational success in the contemporary context.