INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY

ABSTRACT No strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people's relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirty-five employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts.