Využití marketingového paradigmatu v personální politice podniku
| Title in English | Utilisation of the marketing paradigm in personal politics of the company |
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| Authors | |
| Year of publication | 2015 |
| Type | Article in Proceedings |
| Conference | Akutálne problémy podnikovej sféry 2015 |
| MU Faculty or unit | |
| Citation | |
| Field | Management and administrative |
| Keywords | Marketing paradigm; personnel marketing; business objectives; business management; personnel work; marketing mix; product area; price area; promotion area; place variables area of operations; attractive work opportunities |
| Description | Business use sales marketing to implement a company’s sales functions. A set of tools is used for this, which structure the connection of their production function through links to the sales market. These tools are product policy, pricing policy, communication policy and distribution policy. These sales-policy tools can also be used as a starting point for a definition of personnel marketing-mix tools. The aggregate of personnel activities can be divided into the product variables area of operations, the price variables area, the communication variables area and the place variables area of operations. As with the sales marketing mix, the personnel marketing mix aims to optimize the tools from each of the respective areas. Here, there is also an attempt to effectively put in place selected measures from personnel management to achieve specific goals. The role of product variables is to help shape the attractiveness of a business as an employer, or of jobs, which are perceived as a product of its activities. Pricing variables attract employees through the creation of extra-professional conditions. Promotional variables are used to stimulate interest in communication, and place variables have an effect on the employees’ interest in the business through specific means of connecting them to the business’s activities. It is significant that for a business using personnel marketing, it offers attractive employment opportunities on the labour market for the type of people that it needs. Those interested in the jobs on offer then try to acquire the knowledge and skills that are required. |
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