One of the traditional forms of advancing in knowledge is through a retrospective analysis. One critically examines the past, learning with errors and successes alike: in fact, one tries to discover how today has become today. Particularly in management, the research is highly strengthened by such a practice; in this paper we revisit, under the light of different theories, a concrete example of organizational evolution. The work brings about two distinct contributions: for the ones interested in the study of organizations, it offers a better understanding of some administrative theories, by comparing them with practical aspects really experienced. For the "actors" playing in the administrative process of the organizations, it emphasizes the strength of the concept of internal marketing, in implementing innovative ideas within the organizations themselves.Análise retrospectiva. Caso concreto de evolução organizacional. Melhor compreensão de algumas teorias administrativas. Conceito de marketing interno.