The management of human resources may follow different models, defined as bureaucratic, technocratic or managerial-entrepreneurial models. The latter being the most used. However, the relationship individual-enterprise is based on both a legal and a psychological contract regardless of the model used. The winning concept considers the personnel as the first and most important customer to be trained, informed and kept updated. For these reasons it is necessary to create a warm working environment, which is the first marketing tool, thus improving the marketing skills (enterprise-customer). The improved results (products, processes and publications) will be achieved by total quality management, which includes training and transformation of the chief's role from the hierarchical management to a coaching approach. This approach will recreativity, personality and competence of the personnel. This new type of leadership is based on the authority recognised by the personnel, service and motivation.