Marketing Starts at Home

“Endomarketing” is no longer disconnected from general public marketing. It is now part of a unit in which an employee is considered an additional consumer.

Tuesday, March 23, 2010

Juan Isaza, Master in Marketing from RMIT University (Australia), analyzed how companies can benefit from the recent phenomena of clients placing more trust in employees than in the official voice of companies.

Endomarketing”, marketing directed at the company’s employees, has been discussed a lot as of recently. It used to be disconnected with consumer marketing, but is now becoming part of a continuous line in which companies see consumers and employees as the same human being.

It is even more interesting that consumers trust more employees than the official voices of companies. The reason: employees mix knowledge (they are front-line witnesses) and independence (even though they have a contract with the company and are pressured to keep their jobs, they do not share the same interests as the shareholders of the company).

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