El Endomarketing: aplicado al talento clave interno en el sector salud
How to Cite
Endomarketing, Gestión, Marketing interno
Este artículo, tiene como objetivo presentar el endomarketing como herramienta gerencial y proceso de gestión, tomando en consideración el actual contexto de cambios en el sector salud, en especial lo acaecido en las Instituciones prestadoras de salud públicas y privadas, además, exige el desarrollo de habilidades que están directamente relacionadas con la introducción en las formas de organización del trabajo. Nuestra reflexión deja algunos puntos importantes para ser analizados por los gerentes del sector salud, en la búsqueda de mejores caminos y alternativas para la formación de su personal con una mayor satisfacción en el trabajo, con competencia para gestionar los servicios de salud y con elevado sentido de espiritualidad corporativa que asegure el factor clave en pro de la competitividad y la responsabilidad social organizacional. El gran desafío del endomarkeing es, por lo tanto, conciliar los objetivos e intereses del recurso humano interno a las necesidades y expectativas del público externo de la organización.
Ahmed, P.K. & Rafiq, M. (2002). Internal Marketing: tools and concepts for customer focused management, Oxford: Butterworth-Heinemann.
Barranco, F.J. (2000). Marketing interno y gestión de recursos humanos. Madrid: Pirámide.
Berry, L.L., Hensel, J.S.,& Burke, M.C. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52(3), 3-14.
Berry & Parasuraman (1991). Marketing Services: Competing Through Quality. New York: The free Press.
Berry & Parasuraman (1992). "Prescriptions for a Service Quality Revolution in America," Organizational Dynamics. Spring pp. 5-15.
Berry, L. (1981). The employee as customer. Journal of Retailing Banking, 3(1), 33-40.
Buber, R. (2000). Model building on internal marketing, an exploratory study by GABEK. Ponencia presentada al Congreso ANZMAC 2000 Visionary Marketing for the 21 Century: Facing the Challenge, Australia, NuevaZelanda.
Cerqueira, W. (2005). Endomarketing: Educação e Cultura para a Qualidade. Rio de Janeiro: Qualitymark.
Conduit, J. & Mavondo, F.T. (2001). How critical is internal customer orientation to market orientation?. Journal of Business Research, 51, 11-24. doi: http://dx.doi.org/10.1016/S0148-2963(99)00044-2.
Frost, F. A. & Kumar, M. (2001). Service quality between internal customers and internal suppliers in an international airline. International Journal of Quality and Reliability Management, 18(4), 371-386.
George, W.R. (1977). The retailing of services –a challenging future. Journal of Retailing, Fall, 85-98.
Greene, W.E., Walls, G.D. & Schrest, L.J. (1994). Internal marketing, the key to external marketing success. Journal of Services Marketing, 8(4), 5-13.
Gremler, D.D., Bitner, M.J. & Evans, K. (1995). The internal serviceencounter. Logistics InformationManagement, 8(4), 28-34.
Grönroos, C. (1990). Service Management and Marketing: Managing the Moments of Truth in Service Competition. Published Lexington Mass. Books Jan 1.
Grönroos, C. (1985). Internal marketing theory and practice. En T.M. Bloch, G. Upah y V. Zeithmal, Services marketing in a changing environment (pp.42-47). Chicago: American Marketing Association.
Gummesson, E. (1991). Marketingorientation revisted: the crucial role of the part-time marketer. European Journal of Marketing, 25(2), 60-75.
Hales, C. (1994). Internal marketing as an approach to human resource management: a new perspective or a metaphor too far?. Human Resource Management Journal, 5(1), 50-71.
Kang, G.-D., Jeffrey, J. & Kostas, A. (2002). Measurement of internalservice quality: Application of the SERVQUAL battery to internal servicequality. Managing Service Quality, 12(5), 278-291.
Kohli, A.K. & JaworskiI, B.J. (1990). Market Orientation: the Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
Kotler, P. & Postman, P. (1998). New Media/Same Message. Marketing to the imagination in a Technology –Driven World. MacGraw Hill.
Kotler, P. (1997). Marketing Management. Englewood Cliffs, NJ: Prentice-Hall.
Kotler, P. (1991). Marketing management: Analysis, planning and control. Englewood Cliffs, NJ: PrenticeHall.
Kotler, P. & Armstrong, G. (2003). Fundamentos de Marketing. Editorial Pearson.
Marshall, G., Baker, J. & Finn, D. (1998). Exploring internal customer service quality. Journal of Business & Industrial Marketing, 13(4/5), 381-392.
Levionnois, M. (1992). Marketing interno y gestión de recursos humanos. Madrid: Díaz de Santos.
Lewis, D. (1998). How useful a concept is organizational culture? (pp. 251–260).Version of Record online: 21 DEC 1998.
Lings, I. (2000). Internal marketing and supply chain management. Journal of Services Marketing, 14(1), 1-15.
Lijander, V. (2000). The importance of internal relationship marketing for external relationchip success. En T. Henning-Thurau y U. Hansen (Eds.), Relationship marketing: gaining competitive advantage through customer satisfaction and customer retention (pp. 159-192). Berlin: Springer Verlag.
Narver, J.C. & Slater, S.F. (1990).The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4).
Picercy, N. (1995). Customer Satisfaction and the Internal Market: Marketing our Customers to our Employees. Journal of Marketing Practice and Applied Marketing Science, 1, 22-24. doi: http://dx.doi.org/10.1108/EUM0000000003878.
Paraskevas, A. (2001). Exploring internalservice chains in hotels: A theoreticalframework. International Journalof Contemporary Hospitality Management, 13(4), 251-258.
Sánchez, M.I. (2008). Marketing interno para innovar en los servicios. Madrid: Delta.
Sevilla, M.J. (2013). Diseño de un plan de endomarketing en la empresa Confía S.A para lograr competitividad en el mercado local. Pontificia Universidad Católica del Ecuador, Ecuador.
Schlosser, F., Templer, A. & Ghanam, D. (2006). How human resource outsourcing affects organizational learning in the knowledge economy. Journal of Labor Research, 27(3), 291-303.
Este artículo, tiene como objetivo presentar el endomarketing como herramienta gerencial y proceso de gestión, tomando en consideración el actual contexto de cambios en el sector salud, en especial lo acaecido en las Instituciones prestadoras de salud públicas y privadas, además, exige el desarrollo de habilidades que están directamente relacionadas con la introducción en las formas de organización del trabajo. Nuestra reflexión deja algunos puntos importantes para ser analizados por los gerentes del sector salud, en la búsqueda de mejores caminos y alternativas para la formación de su personal con una mayor satisfacción en el trabajo, con competencia para gestionar los servicios de salud y con elevado sentido de espiritualidad corporativa que asegure el factor clave en pro de la competitividad y la responsabilidad social organizacional. El gran desafío del endomarkeing es, por lo tanto, conciliar los objetivos e intereses del recurso humano interno a las necesidades y expectativas del público externo de la organización.
Ahmed, P.K. & Rafiq, M. (2002). Internal Marketing: tools and concepts for customer focused management, Oxford: Butterworth-Heinemann.
Barranco, F.J. (2000). Marketing interno y gestión de recursos humanos. Madrid: Pirámide.
Berry, L.L., Hensel, J.S.,& Burke, M.C. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52(3), 3-14.
Berry & Parasuraman (1991). Marketing Services: Competing Through Quality. New York: The free Press.
Berry & Parasuraman (1992). "Prescriptions for a Service Quality Revolution in America," Organizational Dynamics. Spring pp. 5-15.
Berry, L. (1981). The employee as customer. Journal of Retailing Banking, 3(1), 33-40.
Buber, R. (2000). Model building on internal marketing, an exploratory study by GABEK. Ponencia presentada al Congreso ANZMAC 2000 Visionary Marketing for the 21 Century: Facing the Challenge, Australia, NuevaZelanda.
Cerqueira, W. (2005). Endomarketing: Educação e Cultura para a Qualidade. Rio de Janeiro: Qualitymark.
Conduit, J. & Mavondo, F.T. (2001). How critical is internal customer orientation to market orientation?. Journal of Business Research, 51, 11-24. doi: http://dx.doi.org/10.1016/S0148-2963(99)00044-2.
Frost, F. A. & Kumar, M. (2001). Service quality between internal customers and internal suppliers in an international airline. International Journal of Quality and Reliability Management, 18(4), 371-386.
George, W.R. (1977). The retailing of services –a challenging future. Journal of Retailing, Fall, 85-98.
Greene, W.E., Walls, G.D. & Schrest, L.J. (1994). Internal marketing, the key to external marketing success. Journal of Services Marketing, 8(4), 5-13.
Gremler, D.D., Bitner, M.J. & Evans, K. (1995). The internal serviceencounter. Logistics InformationManagement, 8(4), 28-34.
Grönroos, C. (1990). Service Management and Marketing: Managing the Moments of Truth in Service Competition. Published Lexington Mass. Books Jan 1.
Grönroos, C. (1985). Internal marketing theory and practice. En T.M. Bloch, G. Upah y V. Zeithmal, Services marketing in a changing environment (pp.42-47). Chicago: American Marketing Association.
Gummesson, E. (1991). Marketingorientation revisted: the crucial role of the part-time marketer. European Journal of Marketing, 25(2), 60-75.
Hales, C. (1994). Internal marketing as an approach to human resource management: a new perspective or a metaphor too far?. Human Resource Management Journal, 5(1), 50-71.
Kang, G.-D., Jeffrey, J. & Kostas, A. (2002). Measurement of internalservice quality: Application of the SERVQUAL battery to internal servicequality. Managing Service Quality, 12(5), 278-291.
Kohli, A.K. & JaworskiI, B.J. (1990). Market Orientation: the Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
Kotler, P. & Postman, P. (1998). New Media/Same Message. Marketing to the imagination in a Technology –Driven World. MacGraw Hill.
Kotler, P. (1997). Marketing Management. Englewood Cliffs, NJ: Prentice-Hall.
Kotler, P. (1991). Marketing management: Analysis, planning and control. Englewood Cliffs, NJ: PrenticeHall.
Kotler, P. & Armstrong, G. (2003). Fundamentos de Marketing. Editorial Pearson.
Marshall, G., Baker, J. & Finn, D. (1998). Exploring internal customer service quality. Journal of Business & Industrial Marketing, 13(4/5), 381-392.
Levionnois, M. (1992). Marketing interno y gestión de recursos humanos. Madrid: Díaz de Santos.
Lewis, D. (1998). How useful a concept is organizational culture? (pp. 251–260).Version of Record online: 21 DEC 1998.
Lings, I. (2000). Internal marketing and supply chain management. Journal of Services Marketing, 14(1), 1-15.
Lijander, V. (2000). The importance of internal relationship marketing for external relationchip success. En T. Henning-Thurau y U. Hansen (Eds.), Relationship marketing: gaining competitive advantage through customer satisfaction and customer retention (pp. 159-192). Berlin: Springer Verlag.
Narver, J.C. & Slater, S.F. (1990).The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4).
Picercy, N. (1995). Customer Satisfaction and the Internal Market: Marketing our Customers to our Employees. Journal of Marketing Practice and Applied Marketing Science, 1, 22-24. doi: http://dx.doi.org/10.1108/EUM0000000003878.
Paraskevas, A. (2001). Exploring internalservice chains in hotels: A theoreticalframework. International Journalof Contemporary Hospitality Management, 13(4), 251-258.
Sánchez, M.I. (2008). Marketing interno para innovar en los servicios. Madrid: Delta.
Sevilla, M.J. (2013). Diseño de un plan de endomarketing en la empresa Confía S.A para lograr competitividad en el mercado local. Pontificia Universidad Católica del Ecuador, Ecuador.
Schlosser, F., Templer, A. & Ghanam, D. (2006). How human resource outsourcing affects organizational learning in the knowledge economy. Journal of Labor Research, 27(3), 291-303.
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