AÇÕES DE ENDOMARKETING EM UMA METALÚRGICA NA CIDADE DE CLÁUDIO/MG

The present study aimed to identify and describe the internal marketing actions practiced by the management department of a metallurgical company in the city of Cláudio, in the countryside of the state of Minas Gerais, based on its organizational behavior, regarding the engagement of its employees and in order to evaluate the effectiveness of internal communication. The research carried out had a descriptive purpose and a quantitative-qualitative approach, using a semi-structured interview for leadership positions in personnel management and marketing, directing the interview towards the appearance of these actions and the justification for implementing this new business management model. For a better analysis of the research factors, a survey questionnaire was applied to metallurgical employees, seeking to verify the degree of understanding about internal marketing practices. Percentages have been added to the questions according to the respondents' perception regarding the level of information shared by the company from the employees' point of view. The study showed a considerable positive level that corroborates the initial hypothesis, that the metallurgy company develops internal marketing, and that these actions are increasing the engagement and integration among its employees.