Endomarketing as a corporate social responsibility strategy

Abstract

Previously, corporate social responsibility was supported mainly by the generation of profits for the partners, later the preservation of the ecology was integrated; however, this concept now goes further, although it emphasizes the positive or negative impact that company operations entail, it also considers, the quality of life of employees and of society. Here resides the importance of the practice of Endomarketing.

It is understood as an organizational strategy that seeks to apply the marketing mix inside the organization, it considers collaborators as an internal customers who wants to satisfy their needs and desires, it also develops loyalty to the company, and become internal customers into brand ambassadors who are faithful promoters of the values and culture of social responsibility that are lived inside the organization, in addition, those benefits are transferred in the value chain to external customers.