There have been scant references in the marketing literature to conceptualizing an organization's employees as an element of the organization's marketing mix. Extending previous conceptualizations of employees in a business marketing and a nonprofit marketing context, it is proposed that all organizations have the ability to move beyond their traditional view of employees in order to capitalize on “people‐power” as a distinctive element of their marketing mixes; an element that can help them become customer‐oriented to gain a competitive advantage through differentiation and to deliver customer value. To do so presents a real managerial challenge for any organization. It is a challenge worth undertaking, however, because successful implementation will help an organization achieve a customer‐orientation and more effectively meet the needs of its customers.
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