MARKETING DEVELOPMENT AND THE ESSENCE OF ENTERPRISE PERSONNEL MARKETING
Abstract
This article examines modern trends in marketing development and the theoretical and practical aspects of personnel marketing in enterprises. The role of the marketing concept in business activities, its importance in increasing competitiveness, and the significance of personnel marketing in effective human resource management are analyzed. In addition, the main functions of personnel marketing, including employee attraction, selection, development, and motivation processes, are studied from a marketing perspective. Based on the research findings, recommendations are proposed for improving marketing activities and effectively implementing personnel marketing mechanisms to enhance labor productivity, retain qualified employees, and strengthen the market position of enterprises.References
- Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity. – Hoboken: John Wiley & Sons, 2021.
- Kotler P., Keller K.L. Marketing Management. 16th Edition. – Pearson Education, 2022.
- Chaffey D., Ellis-Chadwick F. Digital Marketing. 8th Edition. – Pearson, 2024.
- Dessler G. Human Resource Management. 17th Edition. – Pearson, 2023.
- Armstrong M. Armstrong's Handbook of Human Resource Management Practice. 16th Edition. – Kogan Page, 2023.
- Minchington B. Employer Branding and Talent Attraction in the Digital Era. – Employer Brand International, 2022.
- Kucherov D., Samokish V. Talent Management and Employer Branding: Modern Approaches and Practices // European Journal of Training and Development. – 2023. – Vol. 47(4). – pp. 365–381.
- Qosimova M.S., Ergashxo‘jayeva Sh.J. Strategik marketing. – Toshkent: Iqtisodiyot, 2023.
- World Economic Forum. The Future of Jobs Report 2025. – Geneva: World Economic Forum, 2025.
Downloads
Download data is not yet available.