ЗА ЧОВЕШКИТЕ РЕСУРСИ В МАРКЕТИНГА: КОМПЕТЕНТНОСТИ ЗА МАРКЕТИНГОВИ ИЗСЛЕДОВАТЕЛИ
ON HUMAN RESOURCES IN MARKETING: COMPETENCES FOR MARKETING RESEARCHERS

Author(s): Elitsa Uzunova
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: skills mismatch; competence model; human resources; marketing research
Summary/Abstract: Skills mismatch – the situation when workers’ competences are not well-matched with their current jobs requirements – is a growing challenge faced by economies. Recent economical development, driven by technology evolution, changes the concept and practice of marketing and thus, also of marketing research (MR). It appears that the main challenge for MR-agencies is to find and keep people who match the new skills requirements in the field. The paper presents a functional competence model for MR professionals, which defines competence needs for all levels – from operational to management. The main intended applications of the model are two: as a management tool for the MR-process within the organization, or as a tool for identifying, growing and keeping talent in the field of MR

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