publication . Article . 2013

Gamificación como estrategia de marketing interno

Ruizalba Robledo, José Luis; Navarro Lucena, Fernando; Jiménez Arenas, Sergio;
Open Access
  • Published: 01 Dec 2013 Journal: Intangible Capital, volume 9 (eissn: 1697-9818, Copyright policy)
  • Publisher: Omnia Publisher SL
Abstract
<p class="western"><span style="font-family: Verdana;"><span style="font-size: x-small;"><span lang="en-US"><em><strong>Purpose: </strong></em></span></span></span><span style="font-family: Verdana;"><span style="font-size: x-small;"><span lang="en-US">Theoretical analysis of the phenomenon of gamification and its possible application as a tool for internal marketing, in order to increase job satisfaction and commitment through engagement.</span></span></span></p><p class="western"><span style="font-family: Verdana;"><span style="font-size: x-small;"><span lang="en-US"><em><strong>Design/methodology/approach: </strong></em></span></span></span><span style="font-...
Subjects
free text keywords: :Economia i organització d'empreses::Gestió i direcció::Recursos humans [Àrees temàtiques de la UPC], Job satisfaction, Games -- Psychological aspects, Gamification, Motivation, Commitment job satisfaction, Satisfacció en el treball, Jocs -- Aspectes psicològics, Management of Technology and Innovation, Strategy and Management, Accounting, Business and International Management, Organizational Behavior and Human Resource Management, Education, Internal marketing, Economics, Marketing, gamification, job satisfaction, commitment, internal marketing, General Works, A, management
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publication . Article . 2013

Gamificación como estrategia de marketing interno

Ruizalba Robledo, José Luis; Navarro Lucena, Fernando; Jiménez Arenas, Sergio;