THE QUANTIFICATION OF HUMAN CAPITAL VALUE IN DIGITAL MARKETING COMPANIES
THE QUANTIFICATION OF HUMAN CAPITAL VALUE IN DIGITAL MARKETING COMPANIES
Author(s): Alžbeta Kucharčíková, Ľubica Koňušíková, Emese TokarčíkováSubject(s): Economy, Business Economy / Management, Management and complex organizations, Economic development, Marketing / Advertising, Human Resources in Economy, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: company; digital marketing; human capital; human capital management; value; measurement; quantification;
Summary/Abstract: We are living in a period of information and knowledge economy. Digital technology has opened new avenues for product sales. The role and position of human capital in society and enterprises is currently understood in different ways; however, the common feature of these views is the argument that human capital is an important element for the success of the enterprise. For performance grow of companies which carry out digital marketing it is necessary that companies focused great attention to the efficient use and development of the human capital value of their employees. Therefore it is important to know how to measure human capital value. The aim of the paper is to identify and compare the views on the role of human capital and approaches to quantify its value in digital marketing company.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 151-163
- Page Count: 13
- Language: English