Marketing staff specifics in corporate systems

Abstract

Purpose: the article discusses the specifics of personnel as an object of marketing exposure carried out to its most efficient use. Discussion: in the current economic conditions, characterized by instability of the key factors of marketing environment, increased competition and the use of inappropriate tools, the crisis in the general economic conjuncture, a priority in the marketing activities of enterprises is becoming a need to identify and implementation of marketing provisions with respect to all subjects of corporate marketing system. Results: we identified some gaps that hinder modern concepts of marketing staff practical application. It is shown that the implementation of personnel potential in modern conditions should be combined of resource and marketing approaches to transite staff to the status of the partners/owners.