The customer experience has become the core of the marketing strategies of companies and brands in the current context. Today we live in a liquid society where everything changes rapidly. Competitive advantages have been displaced towards totally intangible aspects, and if the experience is considered as a totally personal phenomenon anchored in people's memory, it becomes essential to reflect on how to design and manage these experiences. A key piece in this process is endomarketing; a phenomenon relatively little studied and affected by the polysemy that marketing suffers as a discipline. With antecedents focused on the importance of internal customer service, the systemic conception of marketing from internal, external and interactive perspectives, the need to incorporate new paradigms into business practice, such as Laloux's Teal Model and the "Funky" perspective. of economies of the...

The customer experience has become the core of the marketing strategies of companies and brands in the current context. Today we live in a liquid society where everything changes rapidly. Competitive advantages have been displaced towards totally intangible aspects, and if the experience is considered as a totally personal phenomenon anchored in people's memory, it becomes essential to reflect on how to design and manage these experiences. A key piece in this process is endomarketing; a phenomenon relatively little studied and affected by the polysemy that marketing suffers as a discipline. With antecedents focused on the importance of internal customer service, the systemic conception of marketing from internal, external and interactive perspectives, the need to incorporate new paradigms into business practice, such as Laloux's Teal Model and the "Funky" perspective. of economies of the...