Conceptualising the employment value proposition: The role of the extended marketing mix
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In Australia, as elsewhere in the Western world, firms are faced with the challenge of recruiting, retaining and motivating quality human resources from increasingly competitive labour markets. One response to this challenge has manifest in firms attempting to position themselves as 'Employers of Choice' (EOC) in their relevant industries. In order to contribute to that ongoing debate, this paper explores the application of a key element in marketing theory - the 'extended marketing-mix' concept - to the management of the employment relationship.
Proceedings of the 2008 ANZMAC Conference
© The Author(s) 2008. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference's website or contact the authors.
Human Resources Management