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Enhancing Competitive Potential Of Human Resources Through Internal Marketing

Author

Listed:
  • Sabina IRIMIE
  • Virginia BALEANU
  • Luise ZEININGER

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.

Suggested Citation

  • Sabina IRIMIE & Virginia BALEANU & Luise ZEININGER, 2015. "Enhancing Competitive Potential Of Human Resources Through Internal Marketing," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(1), pages 748-757, November.
  • Handle: RePEc:rom:mancon:v:9:y:2015:i:1:p:748-757
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    File URL: https://conference.management.ase.ro/archives/2015/pdf/79.pdf
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    References listed on IDEAS

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    1. Salomão Alencar de Farias, 2010. "Internal Marketing (IM): a literature review and research propositions for service excellence," Brazilian Business Review, Fucape Business School, vol. 7(2), pages 99-115, May.
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    Cited by:

    1. Ion VERBONCU & Luise ZEININGER & Mircea MIHAI, 2016. "The Small World Of Managing Human Resources In A Small Business," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(1), pages 334-343, November.

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