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Die Marketingforschung als Quelle der Inspiration für das Personalmanagement?

In: Marketing und Innovation in disruptiven Zeiten

Author

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  • Katrin Muehlfeld

    (Universität Trier)

Abstract

Zusammenfassung Ausgehend von einer fundamentalen Gemeinsamkeit der beiden betriebswirtschaftlichen Subdisziplinen Marketing und Personalmanagement – der Mensch im Mittelpunkt – lotet der vorliegende Beitrag anhand ausgewählter Gegenstandsbereiche (Marke, Buying Center) und unter Rückgriff insb. auf eine informationsökonomische Perspektive beispielhaft Verbindungslinien aus. Diese verdeutlichen, dass an der Schnittstelle zwischen Marketing und Personalmanagement ein Forschungsfeld liegt, dessen Erschließung das Personalmanagement insb. bei der Adressierung aktueller Herausforderungen in der Personalgewinnung inspirieren kann.

Suggested Citation

  • Katrin Muehlfeld, 2023. "Die Marketingforschung als Quelle der Inspiration für das Personalmanagement?," Springer Books, in: Michael Kleinaltenkamp & Lorenz Gabriel & Julian Morgen & Mi Nguyen (ed.), Marketing und Innovation in disruptiven Zeiten, chapter 0, pages 229-245, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38572-9_9
    DOI: 10.1007/978-3-658-38572-9_9
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