The Importance of Internal Marketing in Achieving Job Satisfaction and Organizational Success

Abstract

Internal marketing is a key issue for the organizational development of any company, ultimately helping to optimize the human resources of organizations. The aim of this research is to study a number of aspects that affect employee relations and how internal marketing can influence organizational success and, in turn, help an organization to flourish in the current competitive environment that the job market is experiencing. The methodology adopted is entirely qualitative, based on document analysis, semi-structured interviews, and a focus group with questions about internal marketing. The vision of those responsible for human resources management and employees on this subject was analyzed, as well as the main internal marketing actions implemented in the companies. The results seem to show that internal marketing plays an essential role in the management of human capital, namely in achieving good results for both individuals and organizations, where a mutual relationship is inferred.