Marketing strategies to promote corporate governance culture

Abstract

In an increasingly complex business environment, corporate governance has become a key tool for ensuring transparency, efficiency, and sustainability. This model not only seeks to protect shareholders, but also to generate value for employees, customers, suppliers, and society in general, thereby consolidating trust and corporate legitimacy. Marketing strategies are analyzed as instruments for promoting a culture of corporate governance in organizations. Likewise, it is highlighted that holistic marketing, through components such as internal marketing and relationship marketing, becomes a strategic way to strengthen corporate identity, comprehensive communication, and the loyalty of target audiences. Internal marketing is conceived as a strategy to motivate, develop, and retain human talent, while relationship marketing promotes strong and lasting links with different stakeholders. The research, which is documentary and analytical in nature, shows that these strategies favor the construction of an organizational culture aligned with social responsibility, innovation, and competitiveness. In conclusion, it is argued that corporate governance, complemented by marketing strategies, not only improves the economic and social performance of companies, but is also a determining factor for their sustainability and projection in globalized markets.