<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632021000100077</article-id>
<article-id pub-id-type="doi">10.32870/myn.v0i43.7630</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Business Resilience and Social Inclusion: A Critical Reflection on Internal Marketing]]></article-title>
<article-title xml:lang="es"><![CDATA[Resiliencia e inclusion social: Reflexión crítica sobre el Marketing Interno]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Contreras García]]></surname>
<given-names><![CDATA[Francia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Alvarado]]></surname>
<given-names><![CDATA[Tania Elena]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>22</volume>
<numero>43</numero>
<fpage>77</fpage>
<lpage>96</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632021000100077&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632021000100077&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632021000100077&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The aim of the paper is to identify the dimensions of the Internal Marketing that contributes to business resilience and social inclusion. Marketing is approached as a tool for social transformation. The documentary and data analysis focused on the relevant theoretical and practical models proposed in the last decades. It concludes with the proposal of four dimensions of internal marketing that stimulate business resilience and social inclusion wich are: 1) the attraction and development of talent through the competitiveness of the workplace; 2) organizational change; 3) leadership development and empowerment; and 4) communication for the exchange of knowledge and motivation.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo del artículo es identificar las dimensiones del marketing interno que contribuyen a la resiliencia empresarial y a la inclusión social. El análisis documental y de datos se centró en los modelos teóricos y prácticos propuestos en los últimos cuarenta años. Se concluye con cuatro dimensiones del marketing interno que favorecen a la resiliencia empresarial y a la inclusión social: El objetivo del artículo fue identificar las dimensiones del marketing interno que contribuyen a la resiliencia empresarial y a la inclusión social. Se abordó al Marketing como una herramienta para la transformación social. El análisis documental y de datos se centró en los modelos teóricos y prácticos propuestos en los últimos cuarenta años. Se concluyó con cuatro dimensiones del marketing interno que favorecen a la resiliencia empresarial y a la inclusión social: 1) atracción y desarrollo de talento; 2) cambio organizacional; 3) Lideraqzgo y empoderamiento; 4) comunicación para la creación del conocimiento y la motivación.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Sustainable development goals]]></kwd>
<kwd lng="en"><![CDATA[Internal marketing]]></kwd>
<kwd lng="en"><![CDATA[resilience]]></kwd>
<kwd lng="en"><![CDATA[social inclusion]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M51]]></kwd>
<kwd lng="en"><![CDATA[O15]]></kwd>
<kwd lng="es"><![CDATA[Objetivos del desarrollo sostenible]]></kwd>
<kwd lng="es"><![CDATA[Marketing interno]]></kwd>
<kwd lng="es"><![CDATA[resiliencia]]></kwd>
<kwd lng="es"><![CDATA[inclusión social]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M51]]></kwd>
<kwd lng="es"><![CDATA[O15]]></kwd>
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</article-meta>
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