Internal marketing orientation (IMO) can be used as a tool for managing employees' knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper...

Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper...

La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus...

Purpose: This study aims to develop a measurement model to help hotels manage their reputation within the context of online reviews and ratings platforms and evaluate the impact of this reputation management on the benefits derived by the hotels, as perceived by their managers....