Internal marketing: A new perspective for HRM

Brett Collins and Adrian Payne

European Management Journal, 1991, vol. 9, issue 3, 261-270

Abstract: The authors argue that there are trends currently present in industry and management which require human resource (HR) managers to have much higher levels of competence and skills. Concepts and techniques from marketing can provide means by which HR managers can be more effective. It is also pointed out that Chief Executive Officers have failed to recognize the importance of HR managers in their organizations -- a weakness for which HR managers must also carry some blame.

Date: 1991
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