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Analysis Study Research Paper | Social Studies | Brazil | Volume 11 Issue 7, July 2022

Endomarketing in the Organic Products Industry

Graziela Oste Graziano Cremonezi ^[2] | Tatiane Mendes de Carvalho | Ana Cristina de Faria | Rodrigo Censi | Sibeli Cardoso Borba Machado

Abstract: This study sought to investigate the applicability of the use, in the agribusiness, of the relationship marketing tool in the Endomarketing programs (aimed at the internal public, the collaborators). Twelve companies were investigated in the research, thus having a convenience sample. It can be concluded that the objectives of the Endomarketing Programs are directed towards promoting the well - being, seeking commitment and training, and informing the employees. The greatest benefits offered by the Endomarketing Programs, as pointed out by the companies, are They stimulate the participation of all employees of the organization; They improve the attitudes and behaviors of the employees with respect to employment; They create and promote ideas in the organizations aimed at good customer service; They contribute to the improvement of productivity rates; They favor recruitment and selection; and They include career plans as motivation instruments. This study represents the assumption of Relationship Marketing in 50% of the companies contacted, since the investigation at the points of sale allowed the verification of 24 companies.

Keywords: Endomarketing, Relationship Marketing, Organic Products

Edition: Volume 11 Issue 7, July 2022,

Pages: 464 - 473