Open AccessAnalysis of internal personnel marketing in selected mechanical engineering company in Slovakia
Author(s) -
Martina Gogolová,
Oľga Poniščiaková,
Iveta Sedláková
Publication year - 2016
Publication title -
global journal of business, economics and management
Language(s) - English
Resource type - Journals
ISSN - 2301-2579
DOI - 10.18844/gjbem.v6i2.1374
Subject(s) - business , marketing , promotion (chess) , marketing management , marketing mix , internal marketing , product (mathematics) , documentation , marketing research , computer science , geometry , mathematics , politics , political science , law , programming language
The paper deals with the significance and analysis of internal personnel marketing in a given enterprise in Slovakia. The analyses arose from the internal documentation of the company, from the company results of projects realised within the field of personnel management and from the survey results. The target group comprises of the company staff themselves, therefore the key role of the internal personnel marketing is to ensure stabilisation of qualified and highly motivated employees, their advancement and correct leadership. In the analysis of various occupations in the analysed company, we focus on the application of marketing mix (product, price, place, and promotion) in the process of personnel management. In the conclusion we suggest some measures, based on individual analyses results, to improve internal personnel marketing of an enterprise.
Keywords: internal personnel marketing, management, employees, marketing mix