Information Technologies as a Vital Channel for an Internal E-Communication Strategy

Information Technologies as a Vital Channel for an Internal E-Communication Strategy

José A. Lastres-Segret (University of La Laguna, Spain) and José M. Núñez-Gorrín (University of La Laguna, Tenerife, Spain)
DOI: 10.4018/978-1-61692-852-0.ch511
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Abstract

The use of traditional marketing tools with the purpose to increase effectiveness and efficacy within organizations has been studied among different authors. This topic known as internal marketing (IM) starts defining employees as internal clients to whom the organization must satisfy a group of needs and expectations to achieve their engagement and motivation on work, looking forward to increased productivity and competitively within the organization. Among the most important aspects and maybe the least discussed on IM are the information technologies (IT), in first place, as a method to ease the work increasing the labor life quality (LLQ). Furthermore, the information technologies are a vital channel to develop an internal e-communication (internal electronic communication) effective strategy. In both cases, the new technologies give enormous possibilities as supporting strategies to IM, allowing the organization to have a direct and permanent relationship with its workers in any place, important aspect to have a successful integration, and participation on the global economy. The present article talks about the challenges and possibilities that offer the IT as IM support, mainly, being an important channel to the internal e-communication.

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