Internal marketing tools

The purpose of this study is to propose improvements to a public university library based on an Organisational Climate Survey, conducted with the aim of identifying its weaknesses, expectations and aspirations, seeking to understand its internal relationships and survey its needs. Direct human interference in activities that interact with the end customer increases companies’ investments in plans and structures that address and motivate them in the pursuit of the Organisation’s objectives. The results obtained in the survey helped to create an internal marketing programme that can guide the library’s management in the pursuit of improvements in environmental relations as well as internal customer x external customer relations.