INTERNAL MARKETING AS THE TOOL OF EFFECTIVENESS INCREASE OF INTELLECTUAL EMPLOYEE USE
- Autores: Egoshina O.L.1, Kleshkov V.M.2, Semenkina O.E.3
-
Afiliações:
- Siberian Federal University
- Chemical plant-branch of JSC “Krasnoyarsk Machine-Building Plant”
- Siberian State Aerospace University named after academician M. F. Reshetnev
- Edição: Volume 11, Nº 7 (2010)
- Páginas: 198-202
- Seção: Articles
- URL: https://journals.eco-vector.com/2712-8970/article/view/505950
- ID: 505950
Citar
Texto integral
Resumo
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.
Texto integral
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.×
Sobre autores
O. Egoshina
Siberian Federal UniversityRussia, Krasnoyarsk
V. Kleshkov
Chemical plant-branch of JSC “Krasnoyarsk Machine-Building Plant”Russia, Krasnoyarsk
O. Semenkina
Siberian State Aerospace University named after academician M. F. ReshetnevRussia, Krasnoyarsk
Bibliografia
- Outsourcing: the creation of highly effective and competitive organizations. M. : INFRA-M, 2003.
- Kotler F. Marketing services. M. : Business-book, Ima-Cros. Plus. 1995.
- Chelenkov A. P. Marketing services. M. A: Center for Marketing Research and Management, 2004.
- Medvedev V. A. The role of services in economic growth consumer services: current issues and prospects. P. 1. Krasnoyarsk, 2004.
- Inozemtsev V. L. Prospects of postindustrial theory in the varying world // New postindustrial wave in the West. M., 1999.
- Drucker P. Management problems in XXI century : text-book. M. : Williams, 2007.
- Yurtaikin E. Features of intellectual employee level // Human potential management. 2005. № 2.
- Novatorov E. V. International models of service marketing // Marketing in Russia and abroad. 2000. № 3.
- Golubkova E. N., Mikhailov, O. Z. Internal marketing and personnel management – tools of management efficiency increase // Marketing in Russia and abroad. 2000. № 3.
- Lobanov D. Internal marketing of the personnel in the Russian companies [Electronic resource]. URL: http://www.hr-portal.ru/article/vnutrennii-marketirmpersonalav-rossiiskikh-kompanivakh.
- Berry L. L., Parasuraman P. Marketing services. N. Y. : The Free Press, 1991.
- Townsend R. Secrets of management or how to keep the company from suppression of people initiative and profit decrease. M. : HKK “Intercontact”, 1991.
- Highnish S. V., Tokareva N. U. Organization structure: from the reality to virtually there is one step. Principles of organizational and structural providing of innovative processes at the enterprise. M. : MNIIPU, 1999.
Arquivos suplementares
![](/img/style/loading.gif)