Email this article INTERNAL MARKETING AS THE TOOL OF EFFECTIVENESS INCREASE OF INTELLECTUAL EMPLOYEE USE
- Authors: Egoshina O.L.1, Kleshkov V.M.2, Semenkina O.E.3
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Affiliations:
- Siberian Federal University
- Chemical plant-branch of JSC “Krasnoyarsk Machine-Building Plant”
- Siberian State Aerospace University named after academician M. F. Reshetnev
- Issue: Vol 11, No 7 (2010)
- Pages: 198-202
- Section: Articles
- URL: https://journals.eco-vector.com/2712-8970/article/view/505950
- ID: 505950
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Abstract
Under conditions of postindustrial economics intellectual employees as the main manufacturers and knowledge carriers are the source of long-term competitive advantage which is difficult to copy. Therefore the success of business demands the marketing approach not only to consume service, but also to home market that is employees. The article is devoted to the analysis of possibilities, specifying the internal marketing tools and the principles to increase efficiency of intellectual employees’ usage in the organization taking into account features of this human resources group.
Full Text
Activity efficiency of modern organizations substantially depends on business orientation on the client, presence of the unique commodity and service offer, perfection of business processes, but is even more based on that, how much the management copes with the problem of recruiting, managing and holding the intellectual employees, capable to provide competitive advantages of the organization. Cases are known when prospering corporations sharply reduced the industrial indicators and even were absorbed by competitors because could not provide desired conditions of activity for employees, and with their leaving lost the intellectual capital which acted before as the basis of their investment appeal [1]. Complexity of specified problem is connected not only with the rarity of the intellectual employee, as carrier of unique abilities, but also with limited possibility of this group management under its features.×
About the authors
O. L. Egoshina
Siberian Federal UniversityRussia, Krasnoyarsk
V. M. Kleshkov
Chemical plant-branch of JSC “Krasnoyarsk Machine-Building Plant”Russia, Krasnoyarsk
O. E. Semenkina
Siberian State Aerospace University named after academician M. F. ReshetnevRussia, Krasnoyarsk
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