Employer branding na tle koncepcji marketingu relacji

• Autorzy: Magdalena Maruszczak

Warianty tytułu

Employer Branding in the Background of Relationship Marketing Conceptions

• Języki publikacji: PL

Abstrakty

Marketing jest dynamiczną dyscypliną naukową, którego jedną z koncepcji jest marketing relacji. Koncepcja formułuje nowe standardowy współpracy zakładajac, iż sukces rynkowy przedsiębiorstw kształtują długoterminowe relacje rynkowe a rzeczywistymi zasobami przedsiębiorstwa są jego partnerskie relacje z otoczeniem. Employer branding rozumiany jako zespół działań firmy, których celem jest budowanie jej wizerunku na rynku jako "pracodawcy z wyboru" czerpie teoretyczną podstawę z koncepcji marketingu relacji. (abstrakt oryginalny)

EN

Marketing is a dynamic discipline. Relation marketing is one of its conceptions and sets new standards for the cooperation between market players. It claims that a company's market growth is influenced by longterm business relationships. Furthermore, it states that a company's assets are defined by its relations within the business environment. Employer branding is defined as a series of actions, the goal of which is building a company's brand on the market as "company of first choice for future employees". The theoretical background for employer branding derives from relationship marketing. (original abstract)

Słowa kluczowe

PL

Wizerunek pracodawcy; Marketing; Marketing relacji; Pokolenie Y; Pokolenia; Rynek pracy

EN

Employer branding; Marketing; Relationship marketing; Generation Y; Generation; Labour market

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 3 (CD)
• Strony: 105--120

Twórcy

autor

Magdalena Maruszczak

• Szkoła Główna Handlowa w Warszawie, doktorantka

Bibliografia

• 1. Anantatmula V.S., Shrivastav B., Evolution of project teams for Generation Y workforce, International Journal Projects in Business, 2012.
• 2. Armstrong M., Handbook of Management Techniques', Kogan Page, London, 1993.
• 3. Armstrong M., Zarządzanie zasobami ludzkimi, Kraków: Oficyna Wolters Kluwer Business, 2007.
• 4. Berry L., Parasuraman A., Zeithmal V.A., Communication and control processes in the delivery of service quality, Journal of Marketing, 1988.
• 5. Berry L.L., Parasuraman A., Building a new academic field - the case of services marketing, Journal of Reatiling, 1993.
• 6. Christopher M., Payne A., Ballantyne D., Relationship Marketing, Butterworth-Heinemann Oxford, 1991.
• 7. Colupsky J.R., Wolf M.J., Relationship Marketing. Positioning for the Future, Journal of Business Strategy, 1990.
• 8. Copulsky J.R., Wolf M.J., Relationship marketing. Positioning for the future, w: Otto J., Marketing relacji. Koncepcja i zastosowanie, Warszawa, 2001.
• 9. Cram T., The Power of Relationship Marketing, Pitman Publishing, London, 1994.
• 10. Evardsson B., Thomasson B., Qvertveit J., Quality of Service: Making It Really Work, McGraw-Hill, London, 1994.
• 11. Fisk, R.P., Brown S.W., Bitner M.J., Tracking the evolution of service marketing literature, Journal of Retailing, 1993.
• 12. Ford D., Understanding Business Markets: Interaction, Relationships and Networks, Academic Press, London, 1990.
• 13. Gordon I.H., Relacje z klientem. Marketing partnerski, PWE, Warszawa 2001.
• 14. Grönroon Ch., Service Management and Marketing. Managing the Moments of Truth in Service Competition, Free Press, Lexington, 1990.
• 15. Grönroos Ch., Creating a relationship dialogue: communication, interaction and value, The Marketing Review, 2000.
• 16. Gummesson E., Relationship marketing and imaginary organizations: a synthesis, European Journal of Marketing, 1996.
• 17. Jap Sandy D., Pie-expansion efforts: collaboration processes in buyer-supplier relationships, Journal of Marketing Research, 1999.
• 18. Moorman Ch., Zeltman G., Deshpande R., Relationship between providers and users of market research: the dynamics of trust within and between organizations, Journal of Marketing Research, 1992.
• 19. Morgan R., Hunt S., The Commitment - Trust Theory of Relationship Marketing, Journal of Marketing, 1994.
• 20. Nathan A.V., Webster C.M., Exploring relationship marketing in membership associations, European Journal of Marketing, 2013.
• 21. Palmer A., Bejou D., Buyer-seller relationship: A conceptual model and empirical investigation, Journal of Marketing Management, 1994.
• 22. Rogoziński K., Nowy marketing usług, Poznań, 1998.
• 23. Rydel M., Ronkowski C., Marketing partnerski, Marketing i Rynek, 1995.
• 24. Sheth Jagdish N., Parvatiyar Atul, Evolving relationship marketing into discipline, Journal of Relationship Marketing, 2002.
• 25. Tzokas N., Saren M., Relationship Marketing in Consumer Markets from the Private to the Communal, Seminar on Relationship Marketing in an Era of Hyper Competition, Rotterdam, 1996.