Employer branding in the background of relationship marketing conceptions

• Authors: Maruszczak Magdalena

Title variants

PL

Employer branding na tle koncepcji marketingu relacji

• Languages of publication: EN PL

Abstracts

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.

PL

Marketing jest dynamiczną dyscypliną naukową, którego jedną z koncepcji jest marketing relacji. Koncepcja formułuje nowe standardowy współpracy zakładając, 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.

Keywords

EN

brand; employer branding; generation X; generation Y; relationship marketing; traditional marketing

PL

employer branding; generacja X; marketing relacji; marketing tradycyjny; generacja Y; generacja X i Y

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2014
• Issue: 1(11)
• Pages: 63-80

Dates

published

2014-03

Contributors

author

Maruszczak Magdalena

• Szkoła Główna Handlowa

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Notes

EN

Available in Open Access.

PL

Publikacja w otwartym dostępie (Open Access).

Identifiers

DOI

10.14611/minib.11.01.2014.09

DOI

10.14611/minib.11.01.2014.02