The importance of internal marketing in achieving job satisfaction and organizational success: A study applied to Portuguese Public Administration organizations

Purpose : Understand a range of aspects that affect employee relations and how internal marketing can influence organisational success and, in turn, help an organisation develop in today's competitive labour market environment Methodology: The methodology adopted is entirely qualitative, based on documentary analysis, semi-structured interviews and a focus group with questions about internal marketing. Results: They show that internal marketing plays an essential role in the management of human capital, namely in achieving good results for both individuals and organisations, where there is a mutual relationship. Research limitations: The study makes contributions to theory and practice. However, future studies should expand on the preliminary results. The sample should be extended to provide more consistency in the results. Practical implications: This research has shown that internal marketing policies have an extremely positive effect on employees, and it is therefore hoped that this study will make it more evident that there is a growing need to invest in these practices and policies, or if they already exist, to review them. Originality : It is important to note that this research could serve as a starting point for further research into these issues, which could be applied to the Portuguese public sector, given that there are currently practically no studies involving internal marketing and public administration. Keywords: Human Capital; Internal Marketing; Motivation; Job Satisfaction; Organizations DOI: https://doi.org/10.58869/EJABM11(1)/05