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Marketing of human resources and possibilities of application in the Republic of Moldova

Author: Slutu Rodica
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 20 February, 2019
Approved by NCAA on the 19 April, 2019


Adobe PDF document0.51 Mb / in romanian


CZU 339.138:005.95/.96(478)(043)

Adobe PDF document 1.86 Mb / in romanian
151 pages


human resources, labour force, human capital, human resources management, marketing of human resources, internal marketing, external marketing, human resources strategies, labour market, regional development.


The results obtained are published in more than 21 scientific papers.

The field of study of the thesis is the theoretical and applied aspects of human resources marketing as an instrument of human resource management in order to attract and maintain the best employees within the enterprise in increasing its competitiveness on the market.

The aim of the research is to develop the theoretical and applied fundamentals of human resources marketing and to identify marketing tools of human resources.

The objectives of the research are: the theoretical-conceptual and multidimensional approach of human resources and of the main elements and categories that characterize the marketing of human resources; concretizing the content of internal marketing as a new approach to enterprise development; determining marketing actions to motivate and retain employees at the enterprise; quantifying the implications of human resources marketing within enterprises; analyzing the activities and practices specific to the marketing of human resources within the North development region, as well as developing strategies in marketing of human resources in view of increasing the competitiveness of the enterprise.

Scientific novelty and originality consists of: identifying the HR interdisciplinary, based on the existing approaches; determining trends in the labour market in the northern region by analyzing statistical data; identifying the elements of HR marketing in order to attract the best employees on the labour market; analysis of the application of the marketing tools of the HR by the enterprises in the northern region, as a result of the survey conducted by the author.

The important scientific problem solved in the paper results in the complex theoretical and methodological foundation of human resources marketing.

The new main results for science and practice consist in the development of new elements that involve a complex approach to marketing of human resources with implications for regional competitiveness, as well as the development of marketing strategies in the field of human resources.

Theoretical significance and applicative value of the work allow the enrichment of the theoretical and conceptual framework of marketing. The formulated recommendations can be used by educational institutions and business managers in the Northern Region.