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.
Human Resource Management Review
Danehower, C., Celuch, K., & Lust, J. (1994). Benefits management and communication: A marketing orientation. Human Resource Management Review, 4 (2), 177-195. https://doi.org/10.1016/1053-4822(94)90027-2