ENDOMARKETING: MANAGEMENT DIRECTED TO COLLABORATOR ENDOMARKETING: MANAGEMENT DIRECTED TO the COLLABORATOR Rasa Julai Secchi Prof. Adm. Alexander Rafael Mattjie SUMMARY Currently recognizes the value that the human factor acquired as ally for the success of the businesses. As much that currently the organizations discern its collaborators as internal customers, directing they which had it importance and care before only elaborated for the external consumer. Such actions belong to a new area of the administration, called endomarketing or internal marketing, that adapta strategies and elements of the traditional marketing in the internal environment of the companies. Endomarketing is a continuous program destined to the satisfaction and welfare of the collaborator, in order to offer to it to autonomy and freedom of initiative. Word-key: Endomarketing, Management, Motivation. INTRODUCTION Is known that the world of the businesses lives in constant metamorphosis, which it needs to adapt itself.

The persistence of the commercialization of goods and services has times behind was based in the product. The crises had appeared and had the transformation of the approach, directed voraciously to the consumer. Such occasion resulted, in the decade of 50, the beginning of the studies and techniques of the Marketing. With the increase of the competition and the disequilibrium it enters offers/demand was necessary the creation of new alternatives. Now the companies search to be attractive to the eyes of the people, so that the best professionals want to work with them. She is this that objective the performance of endomarketing, where the employees receive the assignment from internal customers. The present work searchs to understand the concept, the function and the objectives of endomarketing for the organizations and the collaborators. Explicit the known managemental theory as empowerment, making a linking of this with endomarketing. Also it makes a script with the main stages to be fulfilled in the company whom it desires to adopt the internal marketing in its management.