By its own role, interface between the internal and the external environment of the company, the marketing function needs highly trained human resources, capable to sustain the activities that must be ventured in order to achieve the strategic objectives allocated and to offer to the top management, in real time and in accuracy conditions, with the support of a performant information system, the data needed in order to update the strategy, at this firm function level being concentrated the most important part of the feed back mechanism.

Also, owning to its special character, the labour relations must be developed on trust, a higher value having, compared to the formal, written contract, the so called psychological one, this being the base for realising the dynamic equilibrium between employee desires (how is he appreciated, his expectations, his possibilities to prove his competence, involvement, workplace stability, etc.) and the company’s requests (loyalty, responsibility, commitment, professionalism).

human resources, marketing, conflict, negotiation