PERSONNEL - MARKETING IN SOCIAL-ORIENTED MARKETING COMPANIES
The concept of social - oriented marketing has been suggested. The characteristic of complex marketing and personnel as an important element of social-oriented marketing business has been given. The concept of personnel marketing has been considered. A definition of marketing staff in the system of socially-oriented marketing business has been suggested. The essence of strategic management of social-oriented marketing has been considered. The concept of governance personnel -marketing staff in the strategic management of the system of social-oriented marketing has been suggested. The goals, objectives, principles and personnel-marketing management functions in the system of strategic management of socio-oriented marketing have been characterized. The directions marketing research staff in marketing enterprise management system have been suggested. The system of strategic management of personnel-marketing as a set of six systems has been introduced. The essence and the parameters of human resources have been explored. The concept of human resources in the board has been given. A profile of social competencies in strategic management of the system of social-oriented marketing has been suggested. The basic competence, shared competence and social-oriented management and socially significant marketing expertise have been considered. The social competence management concept has been proposed. A social stability of the enterprise has been studied. The essence of the company corporate culture has been given. A model of the interaction of the company´s intangible assets, based on the mutual influence of CSR and corporate culture has been given. The corporate culture management concept has been proposed. The image management of the enterprise in the system of strategic management of personnel marketing has been considered. The results of studies international survey The Nielsen Global Reputation Study 2015 about the relation to the image of the employer have been given. The concept at the board´s internal stakeholders has been suggested. The characteristics of strategic management personnel-marketing company Efes Rus have been submitted.
Keywords: social - oriented marketing, personnel marketing, with strategic management, human resources, social competencies, corporate culture, the image of the enterprise, stakeholders.