STRATEGIC INTEGRATION OF HUMAN RESOURCE MANAGEMENT AND MARKETING For SUSTAINABLE BUSINESS PERFORMANCE

In a current business environment, several companies have understood that they should integrate their human resource management (HRM) and marketing strategies to achieve sustainable business performance. HRM is more about development of employee skills, building commitment and effectiveness of the organization's employees and marketing is more about customer satisfaction, brand value, market competitiveness and long-term customer relationships. The synergic operation of such two functions can lay the foundation for the development and sustainability of an organisation. The purpose of this paper is to analyze the relationship between employee engagement and organizational culture on internal marketing, customer experience and organizational competitiveness and to explain how the integration of HRM and marketing can enhance the sustainable performance of the enterprise. It focuses on the importance of employee motivation, employee talent development as the basis for creating value for both internal and external parties, collaborative leadership and customer-oriented employee practices. The opportunities of cross functional co-ordination for operational efficiency, innovation, strengthening the brand reputation and responsible business practice is also explored in the paper. Organisations can meet new customer expectations and new business needs by providing a combination of human capital development and market-oriented strategies. The study highlights the importance of more than just individual departmental success for sustainable performance; it requires strategies that are integrated with the organisation and which link employee wellbeing with customer value and the longer-term businesses goals. The findings and the discussion should provide some guidance for the managers and business leaders in the development of organizations which are resilient, competitive and sustainable by incorporating the activities of HRM and marketing.