The theoretical substantiation and practical implementation of the HR marketing concept in pharmacy

Authors

DOI:

https://doi.org/10.24959/sphhcj.20.175

Keywords:

personnel management, personnel marketing, pharmacy, labor market, pharmaceutical enterprises

Abstract

Aim. To generalize the theoretical aspects and mechanisms of marketing concept implementation in personnel management at pharmaceutical enterprises and define the essence and the content of the term “personnel marketing in pharmacy”.

Materials and methods. To achieve this aim, methods of logical-content formation of the problem, desk marketing research and content analysis of the information sources regarding the marketing concept in personnel management were used.

Results. The paper has substantiated the feasibility of applying the marketing approach in managing the personnel of pharmaceutical enterprises. Generalization of theoretical and methodological aspects of the personnel marketing concept has been conducted; the main approaches to its interpretation have been determined. It has been suggested to use the term “personnel marketing in pharmacy” in the sphere of labor management of pharmaceutical companies, the formulations of this term and definition of basic principles, tasks and functions are given. The factors affecting the development of the personnel marketing concept of pharmaceutical organizations have been determined. The role and importance of personnel marketing in regulating the relations between the subjects of the labor market in the field of pharmacy have been shown.

Conclusions. The introduction of the personnel marketing concept as a holistic system in the management of the personnel policy of pharmaceutical enterprises will help to increase the effectiveness of organizations and strengthen their positions in a competitive environment by optimizing staffing.

References

Aliabeva, M. V. (2015). Ekonomicheskii vestnik BUKEP “Aktualnye problemy ekonomiki”, 1, 74–80.

Glushman, T. M. (2016). Globalni ta natsionalni problemy ekonomiky, 14, 322–326.

Balabanova, L. V., Sardak, O. V. (2011). Upravlinnia personalom. Kyiv, 468.

Krivoruchko, O. M., Gladka, O. I. (2016). Ekonomika transportnogo kompleksu, 27, 5–14.

Sardak, O. V. (2012). Visnyk Natsionalnoho universytetu vodnoho hospodarstva ta pryrodokorystuvannia. Seriia “Ekonomika”, 4 (52), 202–209.

Zheleznov, A. (2002). Marketing, 2, 53–64.

Kibanov, A. Ya. (2010). Upravlenie personalom organizatsii.Moscow, 638.

Kotler, F., Armstrong, G. (2003). Osnovy marketinga.Moscow, 1200.

Krushelnytska, O. V., Melnychuk, D. P. (2005). Upravlinnia personalom. Kyiv, 308.

Savenkova, T. I. (2006). Problemy teorii i praktyky upravlinnia, 11, 108–116.

Starostina, A. O. (2017). Marketing v Ukraini, 1, 4–10.

Ditmann, E. (1993). Personal marketing. Wiesbaden, 326 p.

Vunderer, R. (1992). Problemy teorii i praktiki upravleniia, 5, 111–115.

Bratishko, Yu. S., Yemleninov, M. (2017). Proceeding from Profesiinii menedzhment v suchasnykh umovakh rozvytku rynku : materialy VI nauk.-prakt. Internet konf. z mizhnar. uchastiu (1 lystop., 2017) (p. 363). Kharkiv: NFaU.

Halii, L. V. (2011). Teoretychni i naukovo-praktychni osnovy vyznachennya kompetentsii v upravlinni personalom farmatsevtychnykh zakladiv. Doctor’s thesis. Kharkiv, 363.

Kaidalova, A. V., Shpin, O. I. (2013). Proceeding from Profesiinyi menedzhment v suchasnykh umovakh rozvytku rynku: materialy II nauk.-prakt. konf. (1 lystop., 2013) (pp. 197-199). Kharkiv. Available at: http://dspace.nuph.edu.ua/bitstream/123456789/6009/1/197-199.pdf (Date of access: 24.12.2019).

Mnushko, Z. M., Pestun, I.V., Babicheva, G. S. (2010). Ezhenedelnik Apteka, 40 (761), 8.

Posylkina, O. V., Bratishko, Yu. S., Kubasova, G. V. (2015). Upravlinnia personalom. Kharkiv, 517.

Tolochko, V. M., Halii, L. V. (2008). Farmatsevtychnyi zhurnal. 5, 12–16.

Len, T. V. (2014). Visnyk Natsionalnoho universytetu “Lvivska politehnika”. Logistyka. 811, 197–201.

Mihailova, N. I., Hutkina, G. A. (2015). Vestnik farmatsii. 1 (67), 107–114.

Hunziker, R. H. (1973). Personal marketing. Bern, 697.

Eckardstein, D., Schnellinger, F. (1975). Personal marketing. 2 auflage. Stuttgart, 356.

Schneider, H. J., Zander, E. (1985). Erfolgs und Kapitalbeteiligung der Mitarbeiter in klein und Mittelbetrieben. 2 auflage. Breisga, 897.

Belousov, A. V. (2001). Formirovanie marketingovoi strategii upravleniya kadrovym potencialom. Extended abstract of candidate’s thesis. Lugansk.

Brass, A. A., Glushakov, V. E., Krivtsov, V. N., Sedegov, R. S. (2002). Upravlenie personalom. Ot faktov nastoiashchego k vozmozhnostiam budushchego.Minsk, 388.

Kolpakov, V. M. (2006). Marketing personalu. Kyiv, 408.

Andreeva, I.V., Kosheleva, S. V., Spivak, V. A. (2003). Upravlenie personalom.Saint Petersburg, 224.

Saruhanova, E. E., Sotnikova, S. I. (1995). Marketing rabochei sily: sotsialno-ekonomicheskii analiz. Saint Petersburg.

Niles, N. J. (2012). Basic Concept of Health Care Human Resource Management. US, 4-16.

Chernykh, V. P. (Ed.). (2016). Farmatsevtychna entsyklopediia. Kyiv, 1952.

Skilki molodih ukrayintsiv hochut viyihati z krayini: vrazhayucha statistika. Available at: https://pravda.if.ua/skilki-molodikh-ukrainciv-khochut-vii/?print=1474 (Date of access: 14.10.2019).

Litvinenko, G. N. (2017). Nauchnyi zhurnal KubGAU, 129 (05), 1–12.

What is HR marketing? Available at: https://recruitingblogs.com/profiles/blogs/hr-marketing (Date of access: 04.11.2019).

Molochnikov, N. R., Kolomiets, E. S. (2016). Proceeding from Nauka vchera, segodnya, zavtra: sb. st. po mater. XXXIV mezhdunar. nauch.-prakt. konf. 5 (27), part 2. (pp. 61–65). Novosibirsk.

Serikbaeva, E. A., Umurzahova, G. Zh., Dathaev, U. M., Zhakipbekov, K. S. (2014). Vestnik KazNMU, 4, 304-306.

Downloads

Published

2020-03-10

Issue

Vol. 6 No. 1 (2020)

Section

Organizational and socio-economic bases of pharmaceutical activities

License

Copyright (c) 2020 National University of Pharmacy

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).