INSTRUMENTY MARKETINGU PERSONALNEGO W PRZEDSIĘBIORSTWACH PRODUKCYJNYCH I USŁUGOWYCH
INSTRUMENTS OF PERSONNEL MARKETING IN MANUFACTURING AND SERVICE COMPANIES

Summary/Abstract: Our study was carried out using a questionnaire survey among a group of 160 people – employees of Michelin, the University of Warmia-Mazury, Deutsche Bank, Bank PKO BP and supermarket chains Lidl and Ladybugs. Analysis of collected data allowed to conclude that companies in Warmia-Mazury assumptions apply personal marketing in a fairly large extent by the use of the main instruments of this concept, such as improving working conditions, adequate motivation, setting career paths of employees, the opportunity to develop, deliver training, friendly, good relations with employees the employer. It is important that each year marketing personnel is becoming increasingly desirable part of the labor market. It follows therefore that in the future application of this concept will be a necessity.

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