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Conceptualising the employment value proposition: the role of the extended marketing mix
Wickham, M and O'Donohue, W and Hanson, D (2008) Conceptualising the employment value proposition: the role of the extended marketing mix. In: ANZMAC - Australian & New Zealand Marketing Academy, 1-3 December 2008, Sydney, Australia.
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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.
|Item Type:||Conference or Workshop Item (Paper)|
|Keywords:||Employment Value Proposition Extended Marketing Mix|
|Date Deposited:||12 Dec 2008 06:24|
|Last Modified:||18 Nov 2014 03:54|
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