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Il marketing interno come rafforzamento dell'identità aziendale
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ISBN10: 6209262120
ISBN13: 9786209262128
Publisher: Edizioni Sapienza
Published: Nov 21 2025
Pages: 76
Weight: 0.25
Height: 0.18 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786209262128
Publisher: Edizioni Sapienza
Published: Nov 21 2025
Pages: 76
Weight: 0.25
Height: 0.18 Width: 6.00 Depth: 9.00
Language: Italian
In un contesto di globalizzazione, dove la competitività domina il mondo imprenditoriale, diventa importante per le aziende sviluppare strategie che consentano loro di differenziarsi dalla concorrenza e ottenere vantaggi competitivi. Pertanto, il presente studio ha lo scopo di analizzare ed evidenziare l'efficacia e l'efficienza del marketing interno in un'identità aziendale, attraverso l'analisi del comportamento dei suoi collaboratori. La soggettività del tema e la necessità di studi in questo settore, in particolare in Portogallo, hanno portato alla scelta di un approccio qualitativo di carattere esplorativo con il ricorso a interviste integrate da fonti secondarie. Si è quindi cercato di realizzare questo studio in un'azienda di servizi appartenente a un gruppo imprenditoriale di rilievo nel nord del paese. Dalle principali conclusioni della ricerca, risulta chiaro che il marketing interno è uno strumento potente nel comportamento dei collaboratori, contribuendo in questo modo al rafforzamento dell'identità aziendale. I risultati mostrano anche alcuni spunti strategici per la gestione delle aziende, in particolare per i dirigenti.
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