The importance of the exercise of corporate communication in a marketing approach directed towards its staff (internal marketing)‎ : literature review

Abstract EN

The sustainability of any organization depends on the collaboration of the individuals who constitute it ; this collaboration is based on the exchange of necessary information for the accomplishment of the tasks assigned to each one.

therefore, the importance of internal communication that ensures and manages, primarily, the flow of information within the organization arises.

it is in this sense that the objective of this article is to present a literature review concerning internal communication and its integration into internal marketing through a bibliographic analysis of the books and research dedicated to this topic.

we conclude that it is important to integrate internal communication into an internal marketing approach.

the latter, in turn, aims to generate the main fuel required for a company's performance.

in this case, employees' satisfaction.

without neglecting the role of managerial communication and the development of an employer brand.