The importance of employees in marketing - Literature review Example

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The categorization of employees as the most valuable asset of an organization has been proclaimed by many marketing, human resource and other business experts (Kotler 1986, Judd 2002, Freeman, 1993; Shoniwa and Gilmore, 1996; Peak, 1997; Business Week, 2000)…
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The importance of employees in marketing
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The categorization of employees as the most valuable asset of an organization has been proclaimed by many marketing, human resource and other business experts (Kotler 1986, Judd 2002, Freeman, 1993; Shoniwa and Gilmore, 1996; Peak, 1997; Business Week, 2000). However, it is just a claim and no concrete measures are taken to harvest this invaluable asset. Companies focus on the four P’s of marketing strategy, rather than the role of employees in delivering customer satisfaction. Creating and delivering value to the customer is impossible without the commitment of the employees. The literature review will focus on the importance of human resources in marketing and the marketing mix. Topic: The topic the literature review is based on is the importance of employees in marketing. Conceptually, the review will look at this topic from different angles including the concept of people power in the marketing mix as proposed by Judd (2002) and internal marketing as covered by Rashid and Ahmed (2000). It will also cover the basic concepts of marketing such as customer orientation, differentiation and the marketing mix and relate them to the role of employees in the organization. The conceptual framework is that employees can be used to deliver value, differentiate the offering and achieve customer orientation resulting in achieving customer satisfaction. Thus, employees are an important element of marketing. The aims of marketing An organization needs customers to survive and be profitable and customers are looking for value. Read More
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