ENHANCING COMPETITIVE POTENTIAL OF HUMAN RESOURCES THROUGH INTERNAL MARKETING

Sabina Irimie (), Virginia Baleanu and Luise Zeininger

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2015, vol. 9, issue 1, 748-757

Abstract: The paper emphasizes recent evolutions in theory and practice of marketing and human resource management that argue the importance of employees' skills for gaining competitive advantage in today's socio-economic environment. The focus is on how human resources could be capitalized as a source of competitive advantage through internal marketing and what skills should have the marketing people from this perspective. On these bases we discuss the main results of a study on employers requirements related to such skills, as it results from announcements posted on a top job site in Romania. Our findings generally sustain the trends revealed by literature review and prior researches related to digital revolution in marketing that obviously require strong IT skills (including social networking). But we noted that the analytical skills are less represented in requirements of employers analyzed, while according to a previous survey on senior marketing executives from around the world these skills will be a core competence of marketing over the next five years.

Keywords: competitive advantage; human resources; internal marketing; marketing skills; online recruitment. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:9:y:2015:i:1:p:748-757

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