Employer branding in the background of relationship marketing conceptions

- Magdalena Maruszczak, M.Sc.

Marketing is a dynamic discipline. Relation marketing is one of its conceptions and sets new standards for the cooperation between market players. It claims that a company’s market growth is influenced by longterm business relationships. Furthermore, it states that a company’s assets are defined by its relations within the business environment. Employer branding is defined as a series of actions, the goal of which is building a company’s brand on the market as “company of first choice for future employees”. The theoretical background for employer branding derives from relationship marketing.

Magdalena Maruszczak, M.Sc., Warsaw School of Economics, Poland – is a doctoral student at the Collegium of Business Administration at Warsaw School of Economics and the director of Marketing and Communication at consulting company KPMG. Her research and scientific interests focus around issues associated with building, managing brand and brand awareness, methods of measuring the efficiency of marketing activities and issues associated with relationship marketing.

DOI: 10.14611/minib.11.01.2014.09

Contact: mmaruszczak(at)kpmg.pl

MINIB, 2014, Vol. 11, Issue 1
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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