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| Author: | Wees, L.L.G.M. van |
| Title: | Is personnel's survival through marketing? |
| Journal: | Personnel Journal
1990 : JUN, VOL. 69:6, p. 96-102 |
| Index terms: | PERSONNEL DEPARTMENTS MARKETING EDUCATION PERSONNEL MANAGEMENT SOCIAL VALUES CORPORATE IMAGE SERVICE SKILLS RETRAINING |
| Language: | eng |
| Abstract: | The future calls for changes in the personnel function's attitude and behaviour. Product orientation must change to market orientation. Production mentality must give way to service mentality, and arrogance must be exchanged for conscious strategic choices. Without these changes, line managers may usurp the role traditionally played by personnel executives. Three basic concepts are explained: value engineering, image engineering, and relationship engineering. The main components of the service orientation are described. The time appears to ripe for professional retraining programs in which, in addition to new skills training attention also will be paid to learning marketing techniques. |
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