The work has been structured into chapters in order to better focus the reasoning, seeking an exhaustive exposition of the theme proposed here and the proof or otherwise of the hypotheses presented here. The chapters present and summarize theories and studies related to the administrative and managerial context, what entrepreneurship is, the relationship between groups, leadership, motivation, conflicts and organizational culture.

They also present the various concepts of marketing from management authors, how the term marketing came about, how business activities relate to the term and the word marketing. The study synthesizes and focuses on the meanings and concepts of Endomarketing, its relationship with the internal environment of organizations and the importance of employees for the marketing process and the vision of the top management as it specifies the necessary activities and relevant aspects of management for Endomarketing to occur effectively in institutions, thus seeking to portray the reality of the application of Endomarketing, how management uses this tool so that employees have the vision and work attitude focused on marketing services.

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