Benefits management and communication: A marketing orientation


The purpose of this article is to call for a marketing orientation for future benefits research and practice, particularly in the area of benefits communication. Specific marketing content domains examined include service quality management, involvement, values, and cost/benefit trade-offs as they apply to formation usage. The article presents background discussions of each conceptual topic, related exploratory research propositions, and examples of specific applications to employee benefits. © 1994.

Publication Title

Human Resource Management Review