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Authors: AURELIAN SOFICĂ, SMARANDA COSMA.
DOI: 10.24193/subbnegotia.2018.3.01
Published Online: 2018-09-28
Published Print: 2018-09-28
pp.5-26
VIEW PDF: EXTENDED MARKETING MIX…
The need to merge marketing and human resource management gained momentum in the last two decades. The paper addresses the extended marketing mix, or the 7Ps of marketing, identifies and operationalize specific HRM components that fit this framework. Employment marketing mix (EMM) offers a framework on which, in a social constructionist manner, real and useful tools can be developed.
Keywords: human resource management, marketing, employee branding, marketing mix, extended marketing mix, employment marketing mix.
JEL classification: M51, M31
