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A IMPORTÂNCIA DO ENDOMARKETING PARA O HUSE - (Rodrigo Jose do Nascimento Moura)

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Elaborado em 2011, este trabalho busca demonstrar a importância do endomarketing no setor público de saúde, ao ponto que verifica a realidade no principal hospital do estado de Sergipe e reflete sobre a existência de ações de marketing voltadas para os funcionários do estabelecimento.
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  D FJ_B[YËACFD IB GAIBJD[@GYFAL _D[D B HWSG [bi{flb Ebsæ ib Adscfjgayb Jbw{d 4  Dayùafb Ebsæ ig Sdaydad ;   [GSWJB Gsyg y{dkdmhb ~fsd igjbasy{d{ d fjpb{yëacfd ib gaibjd{`gyfal ab sgyb{ põkmfcb ig sdõig- dbpbayb twg ~g{fnfcd d {gdmfidig ab p{facfpdm hbspfydm ib gsydib ig Sg{lfpg g {gnmgyg sbk{g dgxfsyåacfd ig dì÷gs ig jd{`gyfal ~bmydids pd{d bs nwacfbaä{fbs ib gsydkgmgcfjgayb! Cbj fssb-kwscd nwaidjgayd{ d fjpb{yëacfd g agcgssfidig id wyfmfudìãb ib gaibjd{`gyfal ad p{gsydìãb igsg{~fìbs põkmfcbs ab K{dsfm- cbasfig{daib*b cbjb ng{{djgayd gsy{dyælfcd cdpdu ig jgmhb{d{ dtwdmfidig ig ~fid ab y{dkdmhb g p{bpb{cfbad{- wafib ï lgsyãb ig pgssbds- d faygl{dìãb ibsy{dkdmhdib{gs dbs bkegyf~bs id b{ldafudìãb! _d{d ydayb- sg sg{~g ib cbacgfyb ig gaibjd{`gyfal   (bwjd{`gyfal fayg{ab& g wyfmfud*sg ig pbaybs ig sgjgmhdaìds cbj gjp{gsds gj lg{dm- gjkd{cdaib-cbj ygb{ bpb{ywab- b cbjpb{ydjgayb gj jbjgayb ig c{fsg! Gspg{d*sg twg gsyg d{yflb cbasyfywdwjd ~g{idigf{d cbay{fkwfìãb pd{d nwyw{ds pgstwfsds sbk{g b ygjd- ~fsyb twg b gaibjd{`gyfal ædfaid pbwcb gxpmb{dib ad mfyg{dyw{d k{dsfmgf{d- sbk{gywib sg ~bmydib ï sdõig põkmfcd! _dmd~{ds*chd~g5 Gaibjd{`gyfal- sg{~fìb põkmfcb ig sdõig- cmfgayg fayg{ab- cbjwafcdìãb  4 FAY[BIWÌÃB Ifssg Ebha Ibaag- pbgyd falmås ib sæcwmb X^F- twg ”agahwj hbjgj æ wjd fmhd-sbufahb gj sf jgsjb‚! Faigpgaigayg sg pb{ {du÷gs dngyf~ds- cbjg{cfdfs bw jgsjb igsbk{g~f~åacfd- b sg{ hwjdab- dygaigaib ïs swds agcgssfidigs- {gmdcfbad*sg cbj bwy{dspgssbds! Dssfj sw{lfw d sbcfgidig- b{ldafsjb jd{cdib pgmd cbjpmgxfidig!B igsga~bm~fjgayb ib hbjgj- gj hd{jbafd cbj ds y{dasnb{jdì÷gs jwaifdfs-dcgaywbw d agcgssfidig hwjdad ig sgayf{*sg sbcfdmjgayg faygl{dib! Agssg dspgcyb- ds 4 L{diwdib gj Cbjwafcdìãb Sbcfdm  –  Eb{admfsjb  –  pgmd Waf~g{sfidig Yf{digaygs g gsywidayg ib cw{sb igGspgcfdmfudìãb gj Cbjwafcdìãb B{ldafudcfbadm g Ab~ds Ygcabmblfds agssd jgsjd fasyfywfìãb ig gasfab! G*jdfm5 {bi{flbeajbw{dOkbm!cbj!k{ ; Jgsy{g gj Cbjwafcdìãb g Cwmyw{d pgmd Waf~g{sfidig Ngig{dm ib [fb ig Edagf{b (WN[E&- p{bngssb{ idWaf~g{sfidig Yf{digaygs! G*jdfm5 p{bnsdaydadOhbyjdfm!cbj  ; gjp{gsds pg{cgkg{dj wjd cbagxãb if{gyd gay{g {gmdcfbadjgaybs fayg{pgssbdfs g digyg{jfadìãb ib pbsfcfbadjgayb- aê~gm ig cbjpgyfyf~fidig g swcgssb ids b{ldafudì÷gs!Gspgcfdmfsyds gj dijfafsy{dìãb ig aglócfbs dpbaydj b {gmdcfbadjgayb cbjb pgìdchd~g ib jd{`gyfal- igsydcdaib- facmwsf~g- sgw ~dmb{ pd{d b jd{`gyfal ad mfldìãb gjp{gsd*nwacfbaä{fb*p{biwyb*cmfgayg! D dygaìãb dbs {gmdcfbadjgaybs igay{b g nb{d ids b{ldafudì÷gs ægmgjgayb kdsfmd{ ad cbasy{wìãb ig wjd ~daydlgj cbjpgyfyf~d pd{d ds gjp{gsds!Nwaidjgaydib agssd {gdmfidig- p{bcw{d*sg gxpb{ b gaibjd{`gyfal cbjb ndyb{ifng{gacfdm pd{d b dmcdacg ids jgyds b{ldafudcfbadfs- igspg{ydaib cbjp{bjgyfjgayb pb{ pd{ygibs nwacfbaä{fbs ad p{gsydìãb ig sg{~fìbs cbj twdmfidig g- cbasgtýgaygjgayg-pbygacfdmfudaib b {gmdcfbadjgayb cbj b cmfgayg!Gay{gydayb- b y{dkdmhb ig jd{`gyfal ~bmydib pd{d igay{b id p{óp{fd b{ldafudìãb ig~gcbasfig{d{ jbjgaybs {wfas- ig c{fsg! _{facfpdmjgayg twdaib gsyãb gj g~fiåacfd ndyb{gs twgcd{{gldj cbasflb gmg~dib l{dw ig {gspbasdkfmfidig- p{b~bcdaib wjd p{gssãb jdfs twgfacùjbid abs nwacfbaä{fbs! Agssg cbaygxyb- fasg{g*sg d jfssãb pgcwmfd{ ig ld{dayf{- dy{d~æs idp{gsydìãb ig sg{~fìbs gspgcênfcbs- d sdõig id pbpwmdìãb ig wj pdês faygf{b! Yãb fjpb{ydaygtwdayb sg{ kbj- æ p{gcfsb ygayd{ aãb sg{ b pfb{!Sgj ifnfcwmidig- wjd {g~fsãb sbk{g d nwaìãb ib gaibjd{`yfal cbjp{b~d swdfjpb{yëacfd pd{d b sg{~fìb põkmfcb ig sdõig ab K{dsfm! Dmlb twg sg yb{ad dfaid jdfs cmd{btwdaib cbasfig{did d {gdmfidig ib jdfb{ g jdfs p{bcw{dib hbspfydm põkmfcb ig Sg{lfpg- bHWSG! ; CBACGFYBS IG GAIBJD[@GYFAL;!4 Cbacgfybs B cbacgfyb ig gaib{jd{`gyfal {gcgkgw if~g{sds cbay{fkwfì÷gs igsig d p{bpbsfìãb  pfbagf{d idid pb{ Mgbad{i Kg{{v- gj 46<>- pd{d twgj- ig dcb{ib cbj Cbsyd (;?4?- p!9>&- ”b gaibjd{`gyfal ( fayg{adm jd{`gyfal & sflafnfcd wjd nfmbsbnfd ig y{dydjgayb ibs gjp{gldibs idjgsjd nb{jd cbjb cmfgayg s sãb y{dydibs‚ ! Bw sged- bs gjp{gldibs sg{fdj- pb{ydayb- cmfgaygs fayg{abs    –  cmfgaygs igay{b id p{óp{fd b{ldafudìãb!D figfd ig Kg{{v nbf wj fjpb{ydayg dk{f{ ig bmhbs pd{d dijfafsy{dib{gs g p{bnfssfbadfsga~bm~fibs cbj jd{`gyfal g cbjwafcdìãb! D dywdìãb idtwgmgs twg gsyãb gj cbaydyb if{gyb  3 cbj b cmfgayg (gxyg{ab& pbig{fd sg{ d chd~g pd{d b c{gscfjgayb ig wj aglócfb! Dssfj sgaib-b jd{`gyfal cbjgìbw d sg{ if{gcfbadib ydjkæj pd{d gssgs cmfgaygs fayg{abs!@bymg{ g @gmmg{ (;??>& cfydj twg- ig dcb{ib cbj d  Djg{fcda Jd{`gyfal Dssbcfdyfba - ”Aãb æ pb{ dcdsb twg b p{bcgssb ig jd{`gyfal fayg{ab ygahd swds {dêugs ab p{óp{fb jd{`gyfal! Id jgsjd nb{jd twg b jd{`gyfal ~gaig p{biwybs- b gaibjd{`gyfal lg{d igjdaid- nbjgayd d fjdlgj g ‑cbjg{cfdmfud‒ d g jp{gsd d sgws PsfcZ cbmdkb{dib{gs!‚ (CBSYD- ;?4?- p!>4&Gj ;??<- gj d{yflb pwkmfcdib ad fayg{agy- b p{bngssb{ Jsc! Nmä~fb Yóndaf dnf{jbw twg bs yg{jbs ”jd{`gyfal fayg{ab‚ g ”gaibjd{`gyfal‚ aãb ig~gj sg{ gaygaifibs cbjb sfaùafjbs!Yóndaf (;??<&- ab gaydayb- kdsgbw*sg gj Fa`byyg- dwyb{ twg- sglwaib gmg- nbf twgj p{bpùs wjd ifng{gacfdìãb ig cbacgfybs- igngaigaib twg b jd{`gyfal fayg{ab æ wjdp{gpd{dìãb id gjp{gsd- g fssb pdssd pgmd sgmgìãb- y{gfadjgayb- jbyf~dìãb gfanb{jdìãb ibs nwacfbaä{fbs- cbj b bkegyf~b kgj ignfafib ig jbkfmfud{ ybid db{ldafudìãb pd{d b dygaifjgayb ïs agcgssfidigs ib cmfgayg gxyg{ab! Gatwdayb bgaibjd{`gyfal æ wjd g~bmwìãb ib cbacgfyb ig jd{`gyfal fayg{ab g ig~g sg{gaygaifib- sglwaib Fa`byyg 3 - cbjb wjd nb{jd bpcfbadm ig lgsyãb pd{d dtwgmdsgjp{gsds twg eä wyfmfudj ids gsy{dyælfds ig jd{`gyfal- ygaib b cmfgayg fayg{ab cbjbwj sgljgayb ig jg{cdib g didpydaib*sg pd{d jbyf~d{- cbatwfsyd{- gacdayd{ gnfigmfud{ sgws nwacfbaä{fbs- yb{adaib d gjp{gsd dy{dyf~d- pb{ if~g{sds {du÷gs- pd{d bcmfgayg fayg{ab! (YÓNDAF- ;??<& K{wj (;?4?&- cbaywib- ifu twg aãb hä ifng{gaìds gay{g jd{`gyfal fayg{ab g gaibjd{`gyfal! ”‑Gaib‒- ib l{glb- twg{ ifug{ ‑dìãb fayg{fb{‒ bw ‑jb~fjgayb pd{d igay{b‒!Gaibjd{`gyfal æ- pb{ydayb- jd{`gyfal fayg{ab bw jd{`gyfal pd{d igay{b!‚ (;?4?- p!9;& ! G {gnb{ìd5 ”ds ignfafì÷gs pd{d gaibjd{`gyfa l sãb jwfyds g pbsswgj- cbjb pdab ig nwaib- dfjpb{yëacfd ig sg y{dkdmhd{ b djkfgayg fayg{ab pd{d twg sg {gnmfyd ab {gmdcfbadjgayb cbj b cmfgayg!‚ (;?4?- p!9;& Dmlb kgj pd{gcfib cbj d cbasydydìãb ig iwds jgaygs k{fmhdaygs ib jd{`gyfal5 3 ;???- dpwi YÓNDAF- ;??<b jd{`gyfal æ wjd nwaìãb b{ldafudcfbadm g wj cbaewayb ig p{bcgssbs twgga~bm~gj d c{fdìãb- d cbjwafcdìãb g d gay{gld ig ~dmb{ pd{d bs cmfgaygs- kgj cbjb ddijfafsy{dìãb ib {gmdcfbadjgayb cbj gmgs- ig jbib twg kgagnfcfg d b{ldafudìãb gsgw põkfcb fayg{gssdib! (;??>- p!?9&  9 _{bnfssfbadfs ig jd{`gyfal faygmflgaygs {gcbahgcgj twg ds dyf~fidigs ig jd{`gyfaligay{b id gjp{gsd pbigj sg{ yãb fjpb{ydaygs twdayb ds dyf~fidigs ig jd{`gyfalif{flfids pd{d nb{d id gjp{gsd  –  sg aãb jdfs fjpb{ydaygs! Aãb ygj sgayfib p{bjgyg{wj sg{~fìb gxcgmgayg daygs twg d gtwfpg gsyged p{bayd pd{d nb{agcå*mb! (@BYMG[-@GMMG[- ;??>- p!48&   P!!!Z d jdfs {gsy{fyd ids ignfafì÷gs  –  p{bpbsyd pgmb p{bn! Cgmsb Dayùafb Kdaigf{d igJgmmb  –  - (!!!& cbasfig{d sg{~fìb põkmfcb wafcdjgayg d p{gsydìãb if{gyd ï pbpwmdìãb-pgmd dijfafsy{dìãb põkmfcd bw pgmbs igmgldyä{fbs PsfcZ ig sg{~fìbs põkmfcbs- igwyfmfidigs bw cbjbifidigs jdyg{fdfs ~bmydids ï sdyfsndìãb ig swds agcgssfidigs bwjg{bs fayg{gssgs! (;?44- p!>7>- l{fnb ib dwyb{&   Cbsyd (;?4?& {gssdmyd twg b gaibjd{`gyfal æ ” wj cbacgfyb gj cbasy{wìãb hä jdfs igy{ås iæcdids- cweds if~g{låacfds dfaid sãb jdfb{gs twg ds dnfafidigs- hd~gaib pbwcb ifämblb gay{g bs gsywifbsbs ib ygjd!‚ ( ;?4?- p!97& Ig cg{yb- gay{g bs fayg{gssdibs ab dsswayb- gxfsygdb jgabs b cbasgasb ig twg ds gsy{dyælfds ig jd{`gyfal- sged gmg ~bmydib pd{d b põkmfcbfayg{ab bw gxyg{ab- ig~gj sg{ pgasdids cbj cwfidib- digtwdaib*ds d ndyb{gs if~g{sbs! B yfpbig aglócfb æ wj igssgs ndyb{gs!  ;!; Sgyb{ põkmfcb Wjd gjp{gsd ig~g sdyfsndug{ ds agcgssfidigs g bw igsgebs ibs cmfgaygs! _d{d @bymg{ g@gmmg{ (;?4?&- fssb æ ndug{ jd{`gyfal! Æ- ig~g{ds- d gssåacfd ig wj aglócfb! Jds- cbjb ifssgDadmfsd ig Jgigf{bs K{wj- ”wjd gjp{gsd æ ngfyd ig pgssbds‚ (;?4?- p!48&!Gssg {dcfbcêafb æ ~ämfib ydjkæj pd{d d dywdìãb ib Lb~g{ab (ydjkæj chdjdib igGsydib&- twg bng{gcg sg{~fìbs pd{d sgw pb~b! Gsyg- cmfgayg0 dtwgmg- dijfafsy{dib{! B cmfgaygpdld fjpbsybs- cbay{fkwfaib pd{d b c{gscfjgayb ib pdês! Gj y{bcd- b Gsydib- dijfafsy{dìãbpõkmfcd- ld{dayg d p{gsydìãb ig sg{~fìbs põkmfcbs!Bs dwyb{gs Jd{cgmb Dmgxdai{fab g ^fcgayg _dwmb (;?44& kwscdj wjd ignfafìãb pd{d bcbacgfyb ig sg{~fìb põkmfcb- gsc{g~gaib5B Gsydib- dssfj cbjb wjd gjp{gsd- æ ngfyb ig pgssbds! Sgjgmhdayg db twg bcb{{gawjd gjp{gsd pd{yfcwmd{- ds pgssbds twg y{dkdmhdj pd{d b Lb~g{ab  –  ds twdfs chdjd{gjbs dtwf- lgag{fcdjgayg- ig ”nwacfbaä{fbs põkmfcbs‚ –  - p{facfpdmjgayg dtwgmds twg jdayåj cbaydyb if{gyb cbj d pbpwmdìãb- cd{{gldj cbasflb- l{bssb jbib- d ”fjdlgj‚ ib Gsydib!  
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