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- Title
A MARKETINGSZEMLÉLET ÉS A HR TALÁLKOZÁSA: A MUNKÁLTATÓI MÁRKAÉPÍTÉS ÉRTELMEZÉSE, IRODALMA ÉS KUTATÁSI IRÁNYAI.
- Authors
KAJOS, Attila; BÁLINT, Brigitta
- Abstract
The main goal of this article is to introduce and process employer brand and employer branding, a relatively young phenomenon at the frontiers of management and marketing. The concept was constituted by Ambler and Barrow in 1990 and first introduced to the theoretical literature by the same authors in 1996. At first the authors mention those social and economic factors which directly or indirectly led to the termination of the traditionally detached functions of marketing and HR and made it possible for the marketing approach to leak into HR management. It is essential that a firm's internal image and brand is inseparable from its external image, and those two are closely related. Therefore building both strong internal and external employer brand is crucial. To understand the role of brands in human relations they show the way of getting from product- and corporate branding to employer brand. After reviewing its theoretical framework, the authors compare the different approaches of employer bran and branding. At the end they give a comprehensive summary of international and Hungarian researches from different aspects.
- Subjects
HUNGARY; PERSONNEL management; EMPLOYEE branding (Marketing); MARKETING strategy; HUMAN resources departments
- Publication
Vezetéstudomány / Budapest Management Review, 2014, Vol 45, Issue 6, p69
- ISSN
0133-0179
- Publication type
Article
- DOI
10.14267/veztud.2014.06.07