ВЕСТНИК Санкт-Петербургского университета. Серия менеджмент.
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Published since 2002
Frequency: 4 issues per year
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Issue 3, 2009

Employer Brand: Field of Marketing or Human Resource Management?

The article is devoted to the discussion of the employer brand concept, the field of interdisciplinary research, appeared approximately 15 years ago ajoint marketing and human resource management. The analytical review of the brand theory evolution is presented. The author considers corporate branding and internal marketing concepts as theoretical prerequisities of the employer brand concept origin. Our own definition of the employer brand is proposed, key components of the employer branding of company are analyzed. The number of the employer brand studies in Russia and Western Europe are discussed. Keywords: Brand, Branding, Corporate Brand, Internal Marketing, Employer Brand.

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Released: Issue 2, 2017
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