Resumen

This article examines the evolution of internal marketing over the past decade, highlighting its digital transformation and growing significance in talent management. For this purpose, a bibliometric and thematic analysis of the scientific production on endomarketing published between 2013 and 2023 in the Scopus and Web of Science databases was carried out. The results were presented using the VOSviewer software program and the Lens.org platform. The literature review revealed an increase in scientific production and its relevance. The review also identified endomarketing as a key element in attracting and retaining talent, particularly in highly competitive sectors. The findings underscore the role of internal marketing in promoting organizational sustainability, social responsibility, and employee well-being and development. In short, the results show how internal marketing has been incorporated into business strategies, aligning corporate goals with social responsibility and job satisfaction values. This approach is essential for improving productivity and ensuring long-term success.

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