A Unique And Complex Consumption Setting: Why We Need To Understand Workplace Marketing Better

This paper argues that workplace marketing is a distinct aspect of marketing and requires research to improve understanding. Drawing on trends within human resources management to offer flexible benefits as part of the... [ view full abstract ]

This paper argues that workplace marketing is a distinct aspect of marketing and requires research to improve understanding. Drawing on trends within human resources management to offer flexible benefits as part of the employment proposition in order to secure improved employee engagement, the marketing of products and services in the workplace is positioned as distinct and increasingly important. Specific consideration is also given to workplace marketing as a core element of the UK Governments auto-enrolment pensions policy. A critical literature review finds workplace marketing has received limited attention within marketing literature. Whereas the workplace is studied as a source of financial education, very few studies have adopted a marketing lens in the examination of key areas of buyer behaviour, seller behaviour institutional frameworks or broader social consequences of these activities. This paper draws on Hunt’s (1983) Explananda of Marketing to formulate a research agenda to improve understanding of workplace marketing.