<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2226-4000</journal-id>
<journal-title><![CDATA[Revista Internacional de Investigación en Ciencias Sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Int. Investig. Cienc. Soc.]]></abbrev-journal-title>
<issn>2226-4000</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Asunción]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2226-40002021000100126</article-id>
<article-id pub-id-type="doi">10.18004/riics.2021.junio.126</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Endomarketing: Una herramienta para la gestión efectiva del capital humano]]></article-title>
<article-title xml:lang="en"><![CDATA[Internal Marketing: A tool for the effective Human Capital Management]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas-Canales]]></surname>
<given-names><![CDATA[Hugo Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Científica del Sur,  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>17</volume>
<numero>1</numero>
<fpage>126</fpage>
<lpage>142</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2226-40002021000100126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2226-40002021000100126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2226-40002021000100126&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Durante los últimos tiempos se ha considerado al capital humano como el recurso más valioso para toda organización, dado que, sin él no podrían llegarse a cumplir los objetivos planificados. En la búsqueda de herramientas para gestionar de una manera más efectiva a los clientes internos (colaboradores), surgió el endomarketing durante la década de 1970 como un enfoque que buscó adaptar el marketing transaccional a la gestión de recursos humanos; procurando mejorar los niveles de productividad y compromiso organizacional. Dentro del endomarketing se destaca el rol de la comunicación interna como un factor clave para la toma de decisiones y en la creación de la marca interna, la cual permite una mayor identificación de los colaboradores con la organización. A través de la presente revisión teórica se busca dar a conocer las principales concepciones y planteamientos con respecto al endomarketing; para dicho fin, se ha realizado una exhaustiva y minuciosa búsqueda bibliográfica, la misma que ha permitido asimilar los tópicos más importantes sobre esta tendencia de marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In recent times, human capital has been considered the most valuable resource for any company, since without it, the planned objectives could not be achieved. In the search for tools to manage internal customers (collaborators) more effectively, internal marketing emerged during the 1970s as an approach that sought to adapt transactional marketing to human resource management, seeking to improve levels of productivity and engagement. Within internal marketing, the role of internal communication stands out as a key factor in decision making and in the creation of the internal branding, which allows a greater identification of the collaborators with the company. Through this theoretical review, the main concepts and approaches to internal marketing are made known; for this purpose, an exhaustive and meticulous bibliographic search has been carried out, which has allowed the most important topics on this marketing trend to be assimilated.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Endomarketing]]></kwd>
<kwd lng="es"><![CDATA[gestión del capital humano]]></kwd>
<kwd lng="es"><![CDATA[compromiso organizacional]]></kwd>
<kwd lng="es"><![CDATA[comunicación interna]]></kwd>
<kwd lng="es"><![CDATA[marca interna]]></kwd>
<kwd lng="en"><![CDATA[Internal Marketing]]></kwd>
<kwd lng="en"><![CDATA[human capital management]]></kwd>
<kwd lng="en"><![CDATA[engagement]]></kwd>
<kwd lng="en"><![CDATA[internal communication internal branding]]></kwd>
</kwd-group>
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