MARKETING OF THE HUMAN POTENTIAL OF PEOPLE WITH SPECIAL NEEDS

Abstract

The article describes the evolution of the concept of "employees", "labor resources", "personnel", "human capital", "human potential" in economic schools. The similarities and differences between the currently marginal concepts of "human capital" and "human potential" are defined, and the elements that distinguish them are clearly presented. It was determined that "human capital" is a collection of people of working age who form social utility (quantitative unit of work and utility). And "human potential" is a set of human knowledge, skills, qualities, professionalism, the level of professional adaptation and intellectual abilities, which form directions for achieving set economic and social goals (a qualitative unit of work and utility). From this definition follows the formation of a new paradigm of relation to a person who, regardless of his physical condition, limitations or fitness, is a carrier of potential that can play a positive and important role in the development of a micro- or macro-unit of business, company, region, country as a whole. Therefore, people with limited opportunities or special needs, with disabilities are considered as a potential that is socially useful for the country. In this context, the concept of human-oriented professional marketing is highlighted, which should integrate the degree, type and group of disabilities of persons, determine their potential on the labor market and offer professions and workplaces with a division into workers with intellectual disabilities and workers with disorders and dysfunctions of various kinds. The formation of marketing, which is oriented to the person in general and to the person with special needs, was not on the agenda until now in any economic or socially oriented economic school. Therefore, this issue is relevant and appropriate for study. A new theory of human potential marketing should be built on this, which should use all people of working age to create a social product. Methodologically, the topic was covered using the methods of analysis and synthesis of various fields: historiography, marketing, psychology, sociology, comparison, assumptions, modeling.