A current trend in some companies is to include the human resource function as a part (and in support) of the marketing function.
Michael Porter’s customer value chain concept is based on the thought that every activity a company performs should add to customer value, or it should be eliminated. If a company has chosen the right promises for its brands, the concept should be adapted so that all company activities should contribute to the delivery of brand promises or be eliminated. This includes operations, logistics, marketing and sales, human resource management, organization design, technology development, procurement, etc.
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